How niche fandoms power Levi’s most successful collabs

Levi’s fourth collaboration with Japanese couture brand Beams. Supplied: Levi’s.
The inventor of the blue jeans, Levi Strauss & Co, is leaning into collaboration to drip brand heat throughout the year.  “Which brand can say that they’re the inventor of the blue jean,” Nuholt Huisamen, managing director of Levi Strauss & Co for East Asia Pacific, told Inside Retail. “Each time I say that I get goosebumps, the blue jean is arguably the most impactful apparel item on the planet,” he stated. But a lot has changed since the brand’s founding in 185

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