With the world cup Taking part in its back yard, Levi’s has created football-specific fan collections in conjunction with four participating nations and among them is England.
The denim giant has teamed up with the Football Association and the England national team “ahead of football’s biggest moment”.
Other broader global partnerships include hosts Mexico and the US, plus France, which each get their own dedicated collections ahead of this summer’s tournament.
The ‘Levi’s England Collection’ “celebrates the passion and ritual of English football fandom through the brand’s iconic denim craft”.
Rooted in the red and white of the Three Lions emblem, the collection features five pieces designed to be worn together or styled individually. The lighter wash Type II Trucker Jacket anchors the line-up with a back patch featuring elements from the federation logo, while the darkest wash Type III Jacket carries the crest front and centre.
Red 478 Baggy Shorts, a bandana, and a red tote round out the fan kit.
The campaign film, featuring members of the 194 team, “captures something deeply familiar to any English football fan”.
At blue hour in London [the 15–20 minutes of deep blue twilight in the capital]a group of friends wearing the collection pieces race to their favorite neighborhood spot to catch the start of a match. Though the restaurant is technically closed, the owner lets them in, finishing his cooking as they gather around a small TV.
Intercut with warm kitchen moments and close-ups of embroidered details, the film builds toward the opening whistle as the owner joins them, swapping his apron for a Levi’s jacket.
The campaign rolls out digitally and through paid media, with in-person activations and alongside in-store customization offerings through Levi’s Tailor Shops throughout the tournament.
“Intimate and distinctly local, the campaign is a celebration of ritual, friendship, and the match day culture that plays out behind closed doors all across England,” the brand said.
Leo Gamboa, vice-president of Global Collaborations for Levi’s, added: “With England, we wanted every detail of the collection and campaign to feel true to the culture. Partnering with such an iconic football federation was a natural fit, and featuring 194 brought an authentic, London-rooted perspective. We can’t wait to see fans wear these pieces throughout the tournament this summer.”
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