TL;DR
- For Hispanic Heritage Month, Levi’s has invited 13 Mexican designers to reinterpret classic denim via a capsule project called Denim Reimaginado.
- Participating designers include names like Alejandra de Coss, Caballería, Olmos y Flores, Ricardo Beristain, and others.
- Designs blend upcycling, bold gestures, Mexican craft references, and personal storytelling.
- The collection is being showcased in Mexico City’s Madero flagship and through Levi’s digital & social channels as a celebration of creative heritage.
What is Denim Reimaginado — and why now?
In honor of Hispanic Heritage Month, Levi’s has launched Denim Reimaginado, a special project that invites 13 Mexican fashion creatives to reinterpret Levi’s signature denim garments as wearable works of art.
The idea: treat the classic Levi’s jean, jacket, or vest as a blank canvas, and allow each designer to infuse it with identity, technique, narrative, or cultural symbols. The pieces often incorporate upcycling methods, layering, silhouette shifts, and embellishments rooted in Mexican aesthetic traditions.
By doing this now, Levi’s aligns with Hispanic Heritage Month as a moment to uplift Latinx voices, spotlight Mexican design talent, and shift denim from uniform to narrative garment.
Who are the designers — and what do their creations look like?
Some of the designers and labels involved:
- Alejandra de Coss
- Boyfriend’s Shirt
- NoName
- Caballería
- Olmos y Flores
- Iván Ávalos
- Montserrat Messenger
- Alexia Ulibarri
- Nugget
- Eliana Studio
- Ricardo Beristain
- Estudio 1999
- Zurce
Their proposals vary widely: some deconstruct and reconstruct denim with patchwork, others layer fabric or print motifs over classic cuts, while others embed hand-stitching, cutouts, or surface applications. The aim is both visual impact and storytelling rooted in identity.
According to The Walk, the designers’ ideas “reinterpret the brand’s iconic fabric … combined with upcycling techniques, giving denim a new life.”
How and where is Levi’s showing the collection?
The collection is being showcased at Levi’s Madero flagship store in Mexico City as a physical installation, giving local and traveling audiences a chance to see the designs in person.
At the same time, Levi’s is promoting the project through digital and social media channels — Instagram, Threads, and other platforms have preview posts referencing the involvement of 13 Mexican designers and the concept of reimagined denim.
The campaign emphasizes visual storytelling and designer spotlights, letting followers see both the finished pieces and glimpses of creative process.
