LIKE YOUR FAVORITE PAIR OF WORN-IN JEANS, LEVI’S® AND THE GRATEFUL DEAD ARE A NATURAL FIT.
For generations, Dead Heads - the band's legendary community - have used Levi’s® as a canvas for the self-expression of a young and rebellious counter-culture movement. Selling bootleg merch out of the back of cars, vans and trucks while tailgating the parking lot before shows, Deadheads defined their own unique style.
According to Bob Weir, (legendary guitarist and founding member) Dead culture has forged it’s own creative signature on Levi’s® denim. Jeans and truckers have always been a canvas for celebrating Dead iconography, and for fans to showcase Dead art of their own.
As Weir says, “We developed an attachment to things that are going to last early on. A pair of Levi’s® isn't a single-use item. You build the stories that you’re telling out of stuff that’s gonna be here in years to come.”
LEVI’S® X GRATEFUL DEAD
Enter the Levi’s® x Grateful Dead collection, the latest from the Levi’s® design team. This line brings together these two iconic Bay Area institutions--A collaboration that celebrates the Dead’s ongoing legacy of music, community, and creativity.
This collection merges iconic Levi’s® pieces with a throw back to the psychedelic artwork of the ‘60’s. This collection is a true expression of that creative collaboration. Clothes that make you want to dance and move to the rhythms of a generation fueled by love, hope and a better world.
Levi’s® has been woven into key cultural moments throughout its history. The Archives helps to narrate this unique voice of the brand by continuing to be an inspiration for Levi’s® products today.
Step inside the Archives with this episode and listen to Bob Weir of the Grateful Dead and Archives Director Tracey Panek. They’ll take you on a journey back to the roots of the psychedelic art of the ‘60s, where you’ll be transported to the Summer of Love wearing your favorite pair of Levi’s®.
