Leading jeanswear brand Levi’s and apparel brand Denim Tears created a ten-piece collection paying homage to the Black biker community and its enduring mind state – one of honor, commitment, expression, existentialism, identity, and the power of the individual within a community, the company announced in a release on Wednesday.
The collection includes two classic silhouettes, a pair of Western Stitch 501® jeans, which celebrates its 150th anniversary in 2023, and a matching Western Stitch Denim Shirt. Both pieces are offered in worn indigo and feature embroidered western motifs down the arms, across the back yoke, and on the outside of each leg.
Additionally, there is a Western Cowboy shirt which comes in worn-in black denim and features a Sherpa collar, fringe detailing, & leather lace closure. The Longest Ride Tee also utilizes this pharaoh graphic, surrounded by pan-African flags.
The collection is rounded out with a set of accessories, including a leather Belt in brown and is finished with a brass pharaoh belt buckle and stud detailing and an embroidered black and gold Rucksack bag reworks the collection’s western motifs with flower appliques, while the ADG Denim Hat is offered in a mid-indigo wash with an embossed leather patch.
“What seems like simple and functional attire at first glance is aesthetically informed by Native American, cowboy, rodeo evidence, work-wear, military surplus, outlaw, and drifter influences,” Tremaine Emory, founder of Denim Tears said.
“We cooked all of these elements up with the legacy of flash show and Afro opulence to honor the powerful mind state of the Black biker. I know that those who have the attitude, the character, and the front to wear these pieces will do so forever,” Emory added.
The campaign features real members from the Black biker community; captured in the places they live. The season three collection debuted worldwide for Denim Tears on 12th September, 2023 on Denimtears.com and select premium wholesale doors and it will launch on Levi’s channels on 14th September, 2023 on Levi.in and at select Levi’s stores – DLF Mall of India Noida & Select City Walk Delhi.
The Levi’s brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s jeans have become one of the most recognizable garments of clothing in the world. Its products are available in more than 110 countries.
Founded in 2019 by designer and aesthete Tremaine Emory, Denim Tears has collaborated with multiple brands, including Ugg, Stüssy, Champion, Converse, ASICS, and Dior. The brand’s approach to heritage and design has earned its place in The Met Costume Institute in New York’s permanent collection.