Urban Outfitters and Levi’s are creating a denim shopping experience that stands out from the ordinary. Urban Outfitters is elevating the retail experience once again with the launch of its second On Rotation collaboration, this time partnering with Levi’s® to create an immersive denim destination that captures Gen Z’s passion for vintage style and authentic self-expression.
Bringing Vintage Flea Market Energy to Retail
The On Rotation: Levi’s® experience launched online and across five Urban Outfitters locations nationwide on August 22, running through September 30. This latest iteration transforms the shopping experience into something that feels like discovering hidden gems at a vintage flea market, complete with carefully curated denim selections and immersive storytelling.
Cyntia Leo, Head of Brand Marketing at Urban Outfitters, said, “Urban Outfitters has always been rooted in discovery, and our On Rotation installation with Levi’s takes that to the next level. We’ve built a space that feels uniquely UO and gives our community an immersive destination they can’t get anywhere else.”
Comprehensive Denim Collection for Every Style
The collaboration brings together an extensive range of Levi’s® styles that span both contemporary trends and vintage classics. For women, the collection features the popular 501® 90s, 501® Curve, Baggy Dad, Super Baggy Barrel, and Low Loose styles, while men can explore the 578™ Baggy and 568™ Loose Straight fits.
What sets this collection apart is the inclusion of highly sought-after vintage pieces, including coveted paper tag jeans and jackets that have been carefully curated by both Levi’s® and Urban Outfitters’ Vintage & ReMade teams. This blend of new and vintage creates an authentic shopping experience that resonates with today’s denim enthusiasts.
Marybeth Cahill, Chief Merchandising Officer, said, “Our customers have always loved denim that feels both timeless and fresh, and Levi’s On Rotation delivers just that. From classic 501s to rare archival pieces, the assortment offers the full spectrum—all curated through the distinct Urban Outfitters point of view.”
Multi-City Launch Experience
The partnership kicked off with a flagship event in Austin, Texas, on August 23, where the store and courtyard were transformed into a vibrant, denim-focused marketplace. The Austin launch featured several unique elements, including a Levi’s® Tailor Shop, local vintage vendor pop-ups, live music performances, and food from beloved neighborhood establishments.
The experience extends to four additional markets: Walnut Creek, Las Vegas, New York City (Broadway), and Miami Beach. Each location offers its own interpretation of the On Rotation concept, featuring community-driven activations and locally inspired storytelling that reflect the unique character of each city.
Building on the On Rotation Platform
This Levi’s® collaboration marks the second iteration of Urban Outfitters’ On Rotation concept, which debuted in May 2025 with Nike. The platform uses a strategic approach to experiential retail, designed to evolve with each featured brand while maintaining the core elements that today’s customers seek: fun, engaging experiences rooted in discovery.
The concept fits seamlessly with Urban Outfitters’ wider retail philosophy, creating spaces that spark inspiration and invite customers to explore fresh perspectives across fashion, culture, and style. By infusing retail spaces with the energy and excitement of discovery, the brand continues to distinguish itself in an increasingly competitive marketplace.
Strategic Partnership Impact
This collaboration brings together the strengths of both brands to create something genuinely unique in the retail landscape. Urban Outfitters, founded in 1970 and now operating over 200 stores across the United States, Canada, and Europe, draws on expertise in curating experiences that resonate with Gen Z consumers. Meanwhile, Levi’s® contributes its 150+ year heritage in denim innovation and its position as one of the world’s most recognizable clothing brands.
The partnership is more than just a product collaboration; it is an immersive retail experience that reflects the evolving expectations of modern consumers who want authenticity, discovery, and community connection in their shopping journeys.
