Kohl’s, Levi’s to Introduce ’90s-Style Capsule Collection


Retail Dive | August 1, 2022


Kohl’s has teamed up with Levi’s as Gen Z returns to ’90s fashion and heads back to school. The retailer said in its announcement that the release of the collection is part of its effort to offer a clothing selection that aligns with today’s trends.


“Over the years, Kohl’s and Levi’s have built an incredible partnership that has brought the brand’s most popular styles and collections to millions of Kohl’s customers across the country. The relaunch of the iconic SilverTab collection is an exciting next chapter in our history together, bringing back the denim styles and fits that were worn and loved by a generation, now again more popular than ever,” Ron Murray, Kohl’s interim chief merchandising officer, said in a statement. “The addition of Levi’s SilverTab is another example of how we are modernizing our portfolio with premium and style-led offerings as part of our strategy to become the retailer of choice for the active and casual lifestyle.”


In addition to strengthening its relationship with Levi’s, Kohl’s has added other brands to its product lineup over the past two years. The retailer began adding Sephora shop-in-shop locations and introduced Land’s End in stores in 2020. Last year, the brand added activewear from Tommy Hilfiger and Eddie Bauer. In February, Draper James RSVP, a brand founded by actress Reese Witherspoon, launched its capsule collection within 500 Kohl’s locations.


Besides its collaboration with Kohl’s, Levi’s has also recently partnered with another major retailer: Target. In March, the iconic jeans brand announced plans to offer more red tab jeans and other clothing items in 300 additional Target locations. As part of the expansion, the brand will provide more than 180 total styles across the men’s and women’s categories, some of which will come in extended sizes.


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