Levi’s® opens a new store in Milan with music, art, and denim The inauguration celebrated the union of these three worlds with the brand's community
The store introduces a fresh take on Levi’s® aesthetics. Clean lines, rich textures, and industrial details shape a visually striking and contemporary environment. The wooden slatted ceiling, wave-shaped, and the custom podium for mannequins become iconic elements of the concept: a visual code guiding visitors through an immersive journey that begins with the windows and extends across the entire denim universe of the brand.
The evening kicked off with the DJ set Not For Us by Tananai, whose sound transformed the store into a pop-infused party. Shortly after, Evissimax took over the console with a set blending genres and vibes, creating a high-energy underground moment. The evening also featured a live artistic intervention by textile artists Marilù Lembo and Giuditta Vettese: a large-scale sculpture made with denim ropes, wool, chenille, and cotton, materials directly connected to the brand’s heritage.
The launch saw the unveiling of a new baggy range from Levi’s®, featuring relaxed, flowing styles designed to combine comfort and versatility in a balance that echoes the brand's heritage. Making their debut are the Baggy Dad Barrel, made from the same stiff denim as the famous Baggy Dad, and the Women's Cinch Barrel, which features snap buttons at the waist and gathered details. Also presented was the 578™ Baggy, which brings with it a strong nod to the 90s.
With this new opening, Levi’s® doesn’t just expand its retail network: it creates a space that aims to become a new gathering point for the brand’s Milanese community. A creative hub in the heart of Milan, where aesthetics, contemporary vision, and creative energy naturally intersect — all set against the classic denim-blue backdrop.
