Fashion meets folklore once again at Levi’s® and Denim Tears, unveiled 4th of April 2025—an exciting global launch blending contemporary style with cultural storytelling.
By: Mihlali Jijana
Levi’s® and Denim Tears elevate storytelling through fashion, focusing this time on New Orleans—known for its rich history, vibrant culture, and deep-rooted resistance.
A Tribute to Tradition
The latest collection honors the Black Masking Indian tradition, featuring the legendary Young Seminole Hunters and Big Chief Demond Melancon. It celebrates heritage by blending history, style, and spirit into wearable art.
A Visual Love Letter to New Orleans
The standout pieces are the Photo Trucker Jacket and Photo Jeans, featuring vivid portraits of the Young Seminole Hunters in ceremonial regalia. More than just fashion, these prints capture a living tradition, showcasing craftsmanship and cultural legacy. With intentional imperfections, the designs reflect the hand-sewn detail of Mardi Gras Indian suits.
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The Photo Trucker Jacket offers a relaxed, cropped fit, while the Photo Jean embodies the laid-back vibe of Levi’s® 568™ Stay Loose, blending archival inspiration with modern expression.
The collection showcases New Orleans’ symbolic language with a mid-indigo Track Jacket and Track Pants featuring darker color-blocking and fleur-de-lis prints reflecting the city’s French heritage. Gold rope piping adds a touch of the spirit of New Orleans marching bands, connecting music, movement, and memory.
“New Orleans embodies a rich blend of African, Indigenous, and French cultures that significantly shape American identity,” says Tremaine Emory, founder of Denim Tears. “This collection honors the Mardi Gras Indians’ traditions and their ongoing relevance today.”
The collection dropped on April 4, 2025, and will be available:
- Online at Levi.co.za and Denimtears.com
- In-store at Levi’s® Sandton City and V&A Waterfront.
- Select premium retailers started on April 5, 2025.
This capsule is a must-see for fashion lovers and streetwear enthusiasts—celebrating resilience, resistance, and radical creativity.
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