Naomi Osaka – dubbed ‘the people’s champion’ of tennis – has given Levi’s a whole new look with a sustainable four-piece denim collection.
The 23-year-old star worked with the design team to create styles and pieces that relate to her Japanese cultural heritage, including a denim kimono and an obi belt.
The range was created from upcycled denim including men’s jeans and trucker’s jackets with the style intended to be a blend of sporty and feminine.
Naomi has maintained the same note of grace, fearlessness, and authenticity in the range that she takes to the court – but at the same time, the styles reflect she likes to have fun.
“I just feel like it took parts of everything that I loved… And for it to be repurposed and sustainable for me was really important,” said Osaka, the world’s number two-ranked tennis player.
“I always loved wearing kimonos when I was a kid. So, to be able to do it in denim felt really different and a bit unexpected,” said Osaka.
Another standout piece from the collection – launched this week – is a denim bustier made of reworked trucker jackets, fitted with a lace-up back.
According to Denims and Jeans, Levi’s works with Blue Jeans Go Green in the US and Canada, and other organisations in different countries to collect used clothing through which 132,899 discarded jeans were transformed into building insulation, saving 66 tons of waste from landfills. The company is working to design products that are suitable for true circularity.
“The upcycling of these pre-worn pieces exemplify conscious consumption and its commitment to long-term and sustainable manufacturing practices.”
Levi’s has worked with Osaka since earlier this year, initially featuring her in a campaign for its 501 product, describing the four-time Grand Slam champion as “a powerful young voice in the world of sports whose authenticity and willingness to stand up for important causes has helped inspire millions”.
“In a very short time, she has become not only an iconic athlete but a true ambassador for social change.”
The Naomi Osaka x Levi’s collection went on sale on the Levi’s app on August 24 and in select Levi’s stores, with pieces ranging from US$150 to $380.