Beyoncé is continuing her collaboration with Levi’s. The singer and clothing wear company are offering a limited-edition collection of graphic tees.
The graphic tee launch marks the first product released from their ongoing “REIIMAGINE” campaign. The collaboration reimagines Levi’s iconic batwing logo by incorporating a double “ii.” Levi’s inclusion of the “ii” is a creative nod to Beyoncé’s track Levii’s Jeans from her Grammy-winning album Cowboy Carter. The branding style pays homage to the song and pairs it with the classic Levi’s aesthetic with Beyoncé’s personal flair.
The collection features four distinct tees, the Graphic Essential Sporty Ringer Tee and the Classic Graphic T-Shirt, each available in black and white or white and red colorways. The Beyoncé X Levi graphic tee collaboration was announced on the company’s Instagram account.
In a creative twist, the company posted animated promotional images of the singer wearing the upcoming merchandise. Along with Cowboy Carter herself, a diverse image of people in a western setting are also rocking their Levi’s and graphic tees.
These designs blend timeless silhouettes with contemporary elements, reflecting Levi’s heritage and Beyoncé’s influence. The tees are available for purchase on Beyoncé’s official website, with a wider release on Levi.com, the Levi’s app, and select Levi’s stores. Levi’s Red Tab loyalty program members received early access to the collection on May 15. The release is widely available on May 16.
This collaboration is part of the broader REIIMAGINE campaign. The first phase featured Queen Bey in a series of reimagined versions of classic Levi’s advertisements.
The visuals are a nod to the past and acknowledge the future–a future where Black women represent for country music culture. Beyoncé’s involvement has significantly boosted Levi’s cultural relevance and sales, with the partnership contributing to a notable increase in store visits and online engagement.
Levi’s Chief Executive Michelle Gass spoke about the longevity of the brand and the nod from Beyoncé in Levii Jeans.
“Denim is having a moment and the Levi’s brand is having a powerful moment around the world,” she said. “You see head-to-toe denim everywhere around the world. Western is really trending in fashion and in music, Gass told MarketWatch.
“I don’t think there’s any better evidence or proof point than having someone like Beyoncé, who’s a culture shaper, to actually name a song after us. So we’re super proud of that.”
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