For the first time in its glorious history, Liverpool Football Club will have an official denim partner. The Reds have announced Levi’s as their official denim in a multi-year tie up with the iconic denim brand.
The long-term partnership will focus on supporting local communities and giving back to fans through football, lifestyle and music. As the centre-piece of the partnership, the renowned Levi’s Music Project will be making its way to Liverpool. Working with Liverpool Lighthouse, the arts and music community centre in Anfield, and Sound City music festival, the Levi’s Music Project studio, will open in November to provide local youngsters a unique opportunity to develop their musical abilities.
Over the course of the project, the youngsters will take part in various masterclasses and workshops with artists and industry experts, with the first milestone being an unforgettable performance at the Sound City music festival in May 2019, Liverpool has stated in a media note, also published on club’s official website.
During the partnership, Liverpool Football Club will work closely with Levi’s to develop the music project within the local community, while collaborating on additional projects to help fans show their authentic style in their everyday lives, including an exclusive Levi’s x LFC capsule collection.
Billy Hogan, the club’s chief commercial officer, said: “Liverpool and Levi’s have always shared a special passion for supporting communities and making a difference. The partnership between the club and Levi’s is a reflection of this bond.
“We are very much looking forward to a bright future working with Levi’s, which will enable Liverpool FC to continue giving back to our local fans.”
Richard Hurren, vice president north Europe at Levi’s, said: “With the city’s history of music, Liverpool FC’s fundamental connection to the community, and our core values of giving back, expanding the Levi’s Music Project to Liverpool is the perfect way to connect the two partners and demonstrate shared values.
“Having worked with communities across Europe, the Levi’s Music Project is a long-term commitment that aligns with our key values, that giving back never goes out of style.”
Launched in 2015, the Levi’s Music Project partners with the music industry’s most relevant artists, industry experts and professional educators to provide access to music for the next generation, in the communities where it can make the biggest difference.
Past projects in the United Kingdom have seen the brand collaborate with Skepta, Everything Everything and Mist.