SAN FRANCISCO, CA, April 4, 2025 – Building on the success of their previous collaborations, the Levi’s® brand and Denim Tears return with their fourth collection, which pays homage to the rich cultural tapestry of New Orleans and the Black Masking Indian tradition. The latest collection from Levi’s® and Denim Tears honors the artistry, resilience, and community spirit of the Young Seminole Hunters and the revered Big Chief Demond Melancon through thoughtfully designed pieces that blend heritage and contemporary streetwear.
The fourth Levi’s® x Denim Tears collection delivers eight new pieces. The Photo Trucker and Photo Jeans feature photo-printed garments capturing the Young Seminole Hunters in their ceremonial regalia, immortalizing the vibrant craftsmanship and cultural significance of this tradition. Each photo-printed piece undergoes an intentional imperfection process during printing, ensuring that no two items are exactly alike – much like the handcrafted nature of Mardi Gras Indian costumes themselves. The Photo Trucker jacket features a relaxed, slightly cropped silhouette based on the iconic Type III design while the accompanying Photo Jeans get their fit profile from the 568™ Stay Loose jeans.
Drawing further inspiration from New Orleans heritage, the Track Jacket and Track Pants feature mid-indigo wash with dark wash color-blocking, adorned with cotton fleur de lis prints – a symbol deeply connected to the city’s French roots. Gold rope-like piping evokes the ornate detailing of marching band uniforms, another significant element of New Orleans cultural expression.
The Crewneck Sweatshirt continues the collection’s thematic exploration with a washed black base featuring the same cotton fleur de lis artwork. Meanwhile, the Baseball Tee combines floral gingham print with dark green 3-quarter sleeves, evoking Southern tablecloth patterns that symbolize family gatherings and communal celebration.
Completing the collection are accessories that honor cultural practices: a mid-indigo Durag with all-over cotton flower print and a photo-printed hat featuring the same intentional imperfection technique used throughout the collection.
“New Orleans represents a unique intersection of African, Indigenous, and French cultural influences that have shaped American identity in profound ways,” said Tremaine Emory, founder of Denim Tears. “This collection honors the sacred traditions of the Mardi Gras Indians while recognizing their continued relevance in contemporary culture. The intentional imperfections in our printing process reflect the human touch behind these traditions – something that can’t be mass-produced or replicated.”
The fourth Levi’s® x Denim Tears collection was photographed in New Orleans with members of the Young Seminole Hunters, capturing the authentic connection between these garments and the community they celebrate. The collection launches worldwide on April 4th and will be available for purchase on Levi.co.za, on Denimtears.com, and in-store at Sandton City and V&A Waterfront. The collection will also be available at select premium wholesale doors on April 5th.
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Levi Strauss Signature™ and Beyond Yoga® brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,200 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.’s reported 2023 net revenues were $6.2 billion. For more information, go to http://levistrauss.com, and for company news and announcements go to http://investors.levistrauss.com.
