Dry Goods for Levi's

A best selling line born from the Levi’s archives. Inspired by Lauren Hill’s ‘Miseducation’ tour, rooted in 90’s nostalgia & thoughtfully designed with cheeky vintage details that set it apart by leveraging the Levi’s DNA.

This collection was my baby. I led every aspect of design details from start to finish. It quickly became a best-selling line with 3 million in sales in year 1, quickly helping to offset the decline in other tops categories, and is now a sought-after collection, season after season.

I poured over thousands of assets within the historical Levi's archives and partnered with our historian to pitch a concept true to the brand voice and felt fashion forward and relevant. All while targeting our "youth" consumer, which at the time, we were having trouble reaching. I meticulously thought over the vintage inspired trims and details from print/pattern, the branded label, lace trims, bows, rosettes, faux shell buttons, soft rib and pointelle fabrications and their cohesiveness. Ultimately creating a beautiful collection that was loved globally.