Levi’s and music have always been intertwined. In its 170-year-old history, the brand has always had an undeniable presence within the music on and off the stage. This longstanding global association spans community music projects, supporting up-and-coming talent to associations with music festivals.
Levi’s has been the unofficial wardrobe of musicians and fans alike. With the belief that music is the truest form of self-expression, Levi’s has partnered with the first edition of Lollapalooza India 2023, the global multi-genre music festival that celebrates the culture of music, with inclusivity and unique experiences at the center of it.
After having traveled to seven locations across three continents, global music phenomenon Lollapalooza is all set to breach a new frontier in the eighth destination of the festival in India marking its inaugural, first-ever edition in Asia. With this world-class experience that’s never been seen before in the subcontinent, Lollapalooza brings its multi-genre music experience along with its brand of unique, diverse, and exciting flavors from the world of music to Indian shores in a two-day musical extravaganza at Mahalaxmi Race Course, in the heart of Mumbai on January 28th-29th, 2023.
Like music, Levi’s products have long been a vehicle for self-expression, and celebrating unique style through customization is a fundamental part of Levi’s DNA. The brand’s Tailor shop experiences enable fans to customize their denim and make it truly their own.
Levi’s will host a one-of-a-kind Tailorshop experience at Lollapalooza India 2023 featuring 12 artists from across India with music community-related designers. Curated in partnership with Aaquib Wani designs, the artist collective features Santanu Hazarika, Mehek Malhotra, Sajid Wajid Sheikh, Preetal Dongre, and Gaurav Basu, amongst others that will deliver designs that fans can customize their favorite Levi’s with thru screen prints, paneling, and heat-press. These designs will be available exclusively on-ground at the Levi’s Tailorshop at Lollapalooza India 2023.
Featuring over 40 artists, 4 stages, and over 20 hours of unforgettable live music, art, and culture, Lollapalooza India 2023 will be open to over 60,000 fans across both days and will be a treat for Indians and Asians all across offering not just music, but also a cultural experience of a lifetime with innovative culinary selections, art, fashion and much more to be witnessed in India.
“As a brand, we have always believed that music can be a galvanizing force with the power to connect people across all barriers. Hence, an association with the inaugural edition of Lollapalooza India 2023 seemed like a natural extension to us. Levi’s has always been the canvas for expression and, through our one-of-a-kind Tailor Shop, we hope to create unique and memorable brand experiences for our fans,” said Amisha Jain, Senior VP and MD, South Asia, Middle East, and Africa at Levi Strauss and Co.
Levi’s partnership with Lollapalooza India 2023 is another step to build on the brand’s connection with the new generations of fans. With this association, the brand aims to be present in the lives of its consumers at moments when they are their true selves, on the lookout for a community to have memorable experiences.
BookMyShow, India’s leading entertainment destination, is spearheading Lollapalooza India as the promoter and co-producer for the festival’s Indian edition along with global producers, Perry Farrell and C3 Presents.