Urbs lands a European exclusive.

The introduction of Levi’s California Collection to Europe marks something of a coup for Urban Outfitters, as the brand boasts exclusivity over the line.

Launched earlier this year in both the States and Japan, the “pinnacle expression of Levi’s White Tab Collection” is still in its infancy, but the additional markets (it’ll be stocked in select branches across London, Antwerp, Berlin and Stockholm), confirm its status as a brand focus.

Says Senior Merchant Levi’s Matt Blackmore, “California has developed its own aesthetic, style and mindset, all of which have never been as relevant as they are today. It’s a remarkable part of the world and something that has heavily inspired Levi’s California.”

In-store and online as of today, the collection sees Levi’s place denim on the backbench, pushing instead pieces that display the label’s wider aesthetic; most apparent here with the focus on heavyweight shirts.

First marketed by Levi’s in the late ‘60s, today’s California line takes its cue directly from the state – from which it originated in 1873 – with a casual, outdoors orientated approach.

“We are thrilled to welcome a collection from Levi’s so engrained with authenticity and style,” adds Urban Outfitters Men’s Brands Buyer Kris Babet, “which naturally marries with the unique passion for vintage and fashion shared by fans of Urban Outfitters.”

www.urbanoutfitters.com

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