Streetwear label Denim Tears as led by Tremaine Emory has announced pans for a two-year partnership with Levi’s.
Commenting on the effort, Levi’s brand president Jennifer Sey stated, “We were so inspired by our collaboration with Tremaine that stepping into a two-year partnership just felt right. As a brand we celebrate authentic self-expression and champion those who stand up for what they believe in and this shines through in Tremaine’s work.”
The effort is a continuation of a series of Denim Tears and Levi’s collabs, first launched in January 2020 with a vintage capsule featuring a Levi’s trucker jacket, 501 jeans and a plantation hat made with vintage denim.
The jacket, jeans and hat were detailed with an all-over screen print of a white cotton wreath, a tribute to enslaved Americans who were forced to pick cotton, a crop critical to building the country’s economy.
In the campaign video (above) announcing the effort, Smith paid a visit to his 93-year-old grandmother in Harlem, Georgia, to show the product to her and explain how she helped inspire it.
Recently, Denim Tears launched a 501 “Plain Jane” 501 denim capsule featuring a 1954-era silhouette offered in raw, white or washed indigo denim.
Check out images of the “Plain Jane” 501 collection below.
