A hand-stitched vintage Trucker jacket and 501 jeans were among the stage-worthy looks Levi’s designed for country musician Orville Peck.
The heritage brand teamed with the “Dead of Night” singer to create custom items for Orville Peck’s Fifth Annual Rodeo that ran Nov. 10-12 in Pioneertown, Calif., about two hours east of Los Angeles.
The jacket and jeans were embellished with chain-stitched loops, multi-color panels and Southwest-inspired rivets, crystals and medallions. Levi’s also created a vintage satin Western shirt, a cowboy hat, and the denim fringe on a custom light-blue mask—an Orville Peck signature.
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The three-day event brings together country music, drag and comedy. In addition to Orville Peck, the lineup featured Noah Cyrus, Jaime Wyatt, Margo Price, Bria, Trixie Mattel, Amythyst Kiah, Emily Nenni, Dale Hollow, Kyle Connolly, Meatball & Pinche, Black Joe Lewis, Teddy and The Rough Riders, Gold Star, and more.
On Saturday, Levi’s hosted an on-site customization experience in the artist village area where performing artists could add their own touch to Levi’s garments specifically for the event.
The event also included a skate ramp, tattoo studio, barbershop and nail salon.
Festivals are a go-to way for Levi’s to connect with performers and consumers. The brand has partnered with Coachella and South by Southwest, also known as SXSW, in the past.
Levi’s teamed with hip-hop festival Rolling Loud this year to celebrate the 150th anniversary of the Levi’s 501 and the 50th anniversary of hip-hop. It held activations and provided customization opportunities at Rolling Loud’s events in Los Angeles, Miami, Thailand, Portugal and Germany.
