Urban Outfitters Launches Second Iteration of On Rotation with Levi's®
Partnership
August 25, 2025
Urban Outfitters taps into Gen Z’s love of vintage denim and modern self-expression in its immersive, brand-driven retail concept.
Urban Outfitters is proud to introduce the second season of On Rotation, its immersive and ever-evolving in-store experience spotlighting Gen Z’s favorite brands. This time, UO teams up with Levi’s® to create a one-of-a-kind denim destination that blends Levi’s® iconic styles with UO’s distinct point of view. On Rotation: Levi’s® lands online and in five Urban Outfitters locations nationwide August 22 through September 30.
This partnership builds on UO’s approach to experiential retail, creating spaces that spark inspiration and invite customers to explore fresh perspectives in fashion, culture, and style. Infused with the energy of a vintage flea market, the concept brings together the latest Levi’s®, including 501® 90s, 501® Curve, Baggy Dad, Super Baggy Barrel, and Low Loose for her, and 578™ Baggy and 568™ Loose Straight for him. The collection includes a selected mix of vintage finds, including highly sought-after paper tag jeans and jackets curated by Levi’s® and the UO’s Vintage & ReMade teams.
“Urban Outfitters has always been rooted in discovery, and our text in italicOn Rotation installation with Levi’s takes that to the next level,” said Cyntia Leo, Head of Brand Marketing at Urban Outfitters. “We’ve built a space that feels uniquely UO and gives our community an immersive destination they can’t get anywhere else.”
The launch will kick off with a flagship event in Austin, TX on August 23, transforming the store and courtyard into a lively, denim-fueled market complete with Levi’s® Tailor Shop customization, local vintage vendor pop-ups, live music, and bites from a favorite neighborhood spot. The experience will also roll out to Walnut Creek, Las Vegas, New York City (Broadway), and Miami Beach, where each store will host its own version of the On Rotation buildout with community-driven activations and locally inspired storytelling.
"Our customers have always loved denim that feels both timeless and fresh, and Levi's On Rotation delivers just that," said Marybeth Cahill, Chief Merchandising Officer. "From classic 501s to rare archival pieces, the assortment offers the full spectrum—all curated through the distinct Urban Outfitters point of view.”
On Rotation, newly launched in May 2025 with Nike, delivers what today’s customer wants: an experience that is fun, engaging, and rooted in discovery. Built to evolve with each featured brand, the platform pairs curated products with immersive storytelling and design.
To shop Levi’s® at Urban Outfitters, visit: www.urbanoutfitters.com/brands/levis
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About Urban Outfitters
Urban Outfitters is a global lifestyle brand dedicated to fueling the next generation’s individuality through a unique blend of product, creativity, music, and youth culture. Founded in 1970 in a small space across from the University of Pennsylvania, Urban Outfitters now operates over 200 stores across the United States, Canada, and Europe, alongside a dynamic digital presence. Empowering bold self-expression, Urban Outfitters leads with its distinctive designs and curated selection of women’s, men’s, accessories, and home products, and best-in-class brand partnerships. For more information, visit Urban Outfitters at www.urbanoutfitters.com.
About the Levi’s® 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 denim 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 levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Dockers®, Levi Strauss Signature™ and Beyond Yoga® brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,200 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.'s reported 2023 net revenues were $6.2 billion. For more information, go to levistrauss.com, and for company news and announcements, go to investors.levistrauss.com.
