Urban Outfitters is teaming up with Levi's for the second season of its 'On Rotation' in-store experience, creating an immersive denim destination that blends Levi’s classic styles with UO's unique vibe. The collaboration will run from August 22 through September 30 at five Urban Outfitters locations nationwide and online.
Building on the brand’s focus on experiential retail, the 'On Rotation: Levi's' concept aims to create spaces that inspire customers and offer fresh perspectives on fashion. The in-store experience is designed to feel like a vintage flea market, featuring the latest Levi's denim styles like the 501 90s, Baggy Dad, and Super Baggy Barrel, alongside a curated mix of rare vintage finds. Including highly sought-after paper tag jeans and jackets, the vintage collection was hand-picked by both the Levi's and UO Vintage and ReMade teams.
Urban Outfitters has always been rooted in discovery, and the On Rotation installation with Levi's takes that to the next level, says Cyntia Leo, Head- Brand Marketing, Urban Outfitters.
The launch commenced with a flagship event in Austin, TX, transforming the store into a denim-fueled market. It featured a Levi's Tailor Shop, local vintage vendors, live music, and food. Similar community-driven events will also be hosted at locations in Walnut Creek, Las Vegas, New York City (Broadway), and Miami Beach.
Marybeth Cahill, Chief Merchandising Officer, notes, the collaboration offers the full spectrum of denim, from classic 501s to rare archival pieces, all curated with UO’s distinctive point of view.
The ‘On Rotation’ series, which began in May 2025 with Nike, is designed to deliver a fun, engaging, and discovery-driven experience for today's customers by pairing curated products with immersive storytelling and design. This partnership with Levi’s reinforces Urban Outfitters' commitment to providing unique experiences and products that resonate with its Gen Z audience.
