Urban Outfitters has launched a new version of its On Rotation retail experience, this time in collaboration with Levi’s. The setup blends new denim styles with vintage pieces, aiming to recreate the feel of a flea market inside select stores.
The collection includes Levi’s latest silhouettes like the Super Baggy Barrel and Low Loose jeans. Alongside these, shoppers will find vintage items such as paper tag jeans and classic jackets. These pieces were selected by Levi’s and Urban Outfitters’ Vintage & ReMade teams. The collection is available online and in five stores through September 30.
Cyntia Leo, head of brand marketing at Urban Outfitters, said the installation builds on the company’s focus on discovery. “We’ve built a space that feels uniquely UO and gives our community an immersive destination they can’t get anywhere else,” she said.
The launch event took place in Austin, Texas. It featured Levi’s Tailor Shop customization, local vintage vendors, live music, and food from nearby spots. The goal was to create a space that feels local and personal, while showcasing denim’s long-standing appeal.
Levi’s has been working to connect with younger shoppers. Recent efforts include collaborations with artists like Beyoncé and Shaboozey. The brand’s second-quarter net revenues rose 6.4% to $1.4 billion, with e-commerce up 13%.
Urban Outfitters also reported strong results. In Q1, net sales increased 10.7% to $1.3 billion, and net income jumped 75% to $108.3 million.
This partnership brings together two brands with strong identities. It’s not just about selling clothes—it’s about creating a space where style, history, and community meet.
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