Levi’s® Skateboarding: Denim Meets the Streets

Levi’s® Skateboarding isn’t just a sub-label—it’s a cultural bridge between one of the world’s most iconic denim brands and the raw, expressive world of skateboarding. Born from Levi Strauss & Co.’s legacy of durable workwear, this division has carved out a unique space in skate culture, blending heritage craftsmanship with the needs of modern skaters.

🛹 Origins: From Gold Rush to Kickflips

Levi Strauss & Co. was founded in 1853 by Bavarian immigrant Levi Strauss in San Francisco. Originally a dry goods business, Strauss partnered with tailor Jacob Davis in 1873 to create riveted denim pants—what we now call blue jeans. These were designed for miners and laborers, but over time, Levi’s became a symbol of rebellion, youth, and self-expression.

Fast forward to the 2010s, Levi’s recognized the growing influence of skateboarding in streetwear and youth culture. In 2013, they launched Levi’s® Skateboarding—a focused line of apparel engineered specifically for skaters. The collection debuted with workwear-inspired pieces that fused classic Levi’s aesthetics with reinforced construction and stretch materials to withstand the demands of skating.

🧵 What Makes Levi’s® Skateboarding Notable?

Levi’s® Skateboarding is celebrated for its thoughtful design and durability. Here’s what sets it apart:

• Reinforced Construction: Triple-needle stitching, Cordura blends, and Lycra-infused fabrics offer flexibility and strength.

• Workwear Influence: Chinos, puff vests, and button-ups reimagined for skateboarding.

• Style Meets Function: Pieces like the Maker Shirt and Workpant are built for performance but look sharp off the board.

• DIY Ethos: The brand embraces the DIY spirit of skateboarding, often spotlighting skaters who build their own ramps and spots.

🌍 Sponsorships & Community Impact

Levi’s® Skateboarding doesn’t just sell clothes—it invests in the culture. The brand has sponsored a global roster of skaters, including:

• Val Bauer – A Paris-based skater known for his technical street style.

• Ale Cesario – A Milan local who’s helped shape Italy’s skate scene.

• Charlie Munro – A UK skater who’s risen from humble beginnings to international recognition.

Beyond individual sponsorships, Levi’s has made a tangible impact by building skateparks in underserved communities. These projects aren’t just PR stunts—they’re collaborative efforts with local skaters, turning neglected spaces into vibrant hubs for creativity and connection.

🔥 What’s Happening Now?

Levi’s® Skateboarding continues to evolve. Recent campaigns have focused on:

• Spotlight Features: Interviews and profiles of skaters like Ale Cesario and Val Bauer, highlighting their personal journeys and local scenes.

• Global Tours: The team has skated through cities like Berlin, Taipei, Naples, and Brussels, often tying in with skatepark openings or cultural events.

• Sustainable Innovation: Levi’s is integrating eco-conscious materials and production methods into its skateboarding line, aligning with broader brand goals.

The brand remains deeply embedded in the skateboarding community, not just through apparel but through storytelling, collaboration, and grassroots support.

Levi's Skate Video

Byrrrh & Skate x Levi's Skateboarding - Brussels, Belgium May 2017