Tuesday 17 March 2020 13:26
Levi’s Launches Its New Men’s Chino Platform

This Spring, Levi’s -- the most iconic, most collectible, most sought after, and most lived in denim in the world -- launches its first ever men’s chino platform -- the Levi’s XX Chino. For 2020, Levi’s has partnered with global superstar Khalid to introduce the authentic, cool vibe of the new chino platform that delivers on fit, comfort and style.

Available in Standard Taper, Slim Taper, and Straight Cropped, the Levi’s XX Chino takes the classic chino one step further as a more youthful version with a more contemporary fit, plus a bit of stretch for added comfort. The Levi’s XX Chino color range goes well beyond standard khaki to include seasonal hues of pink and jade blue, alongside the classic black, olive green, and navy. In addition, the collection features garment dyed chinos -- which allows for a more worn-in, casual look and feel that isn’t too crisp or precious -- a perfectly broken-in pair of chinos right from the get-go.

To capture this reimagination of a Levi’s staple, Levi’s partnered with Khalid to co-create a campaign that reflects his youthful and unapologetic approach to both his music and style. Shot by Khalid’s close friend and Los Angeles-based photographer Ro.Lexx, the campaign plays with fresh, vibrant colors through a relaxed lens that captures the young

21-year old singer/songwriter’spersonality and attitude.

“We are so thrilled to partner with Khalid on the launch of Levi’s XX Chino. He’s the perfect embodiment of the Levi’s spirit – his authenticity, his personal style and optimism, the way he uses his voice for good beyond his music and always leads with his values. It’s been an honor and a joy to bring this campaign to life with such an enthusiastic partner. We hope our fans like it as much as we do.” says Jennifer Sey, Chief Marketing Officer Global Brands, Levi Strauss & Co.

“I love using clothing to express myself and I love that Levi’s offers so many options that look awesome and are so comfortable to hang out in.” says Khalid.

The Khalid for Levi’s XX Chino collection ($78.00-$88.00) will be available globally on Wednesday, January 29th at Levi’s stores and Please see the below for links to photos, more info on the Levi’s XX Chino assortment, styles worn by Khalid himself, and the Khalid for Levi’s XX Chino campaign images. @Levis / #LiveInLevis

About the Levi’s(R) brand

The Levi’s brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s brand, its products and stores, please visit

About Levi Strauss & Co.:

Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The Company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's, Dockers, Signature by Levi Strauss & Co., and Denizen brands. Its products are sold in more than 110 Countries and worldwide through a combination of chain retailers, department stores, online sites, and a global

Footprint of approximately 3,000 retail stores and shop-in-shops. Levi Straus & Co.’s reported fiscal 2018 net revenues were $5.6 billion. For more information, go to levistra/…