Urban Outfitters and Levi's Team Up for Second On Rotation Season

Urban Outfitters has launched the second season of On Rotation, a retail concept that combines vintage denim with modern self-expression. The immersive experience, which starts online and in five Urban Outfitters locations nationwide on August 22, features a curated selection of Levi's iconic styles and rare archival pieces. The concept builds on the company's approach to experiential retail, sparking inspiration and inviting customers to explore fresh perspectives in fashion, culture, and style.

Urban Outfitters, a global lifestyle brand, has launched the second season of On Rotation, an immersive retail concept that combines vintage denim with modern self-expression. The experience, which starts online and in five Urban Outfitters locations nationwide on August 22, features a curated selection of Levi's® iconic styles and rare archival pieces. This collaboration builds on Urban Outfitters' approach to experiential retail, aiming to spark inspiration and invite customers to explore fresh perspectives in fashion, culture, and style [1].

The On Rotation concept, initially launched in May 2025 with Nike, delivers what today's customer wants: an experience that is fun, engaging, and rooted in discovery. The platform pairs curated products with immersive storytelling and design, evolving with each featured brand. This season, Urban Outfitters has partnered with Levi's® to create a one-of-a-kind denim destination [1].

The Levi's® collection includes popular styles such as 501® 90s, 501® Curve, Baggy Dad, Super Baggy Barrel, and Low Loose for her, and 578™ Baggy and 568™ Loose Straight for him. Additionally, the collection features a selected mix of vintage finds, including highly sought-after paper tag jeans and jackets curated by Levi's® and Urban Outfitters' Vintage & ReMade teams [1].

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 [1].

Urban Outfitters has always been rooted in discovery, and the On Rotation installation with Levi's® takes that to the next level. "We've built a space that feels uniquely UO and gives our community an immersive destination they can't get anywhere else," said Cyntia Leo, Head of Brand Marketing at Urban Outfitters [1].

The collaboration between Urban Outfitters and Levi's® is expected to drive traffic to both brands' physical stores and online platforms, offering a unique shopping experience that caters to the preferences of Generation Z. This partnership reflects both brands' commitment to innovation and experiential retail, positioning them as leaders in the fashion industry [1].

References:
[1] https://www.prnewswire.com/news-releases/urban-outfitters-launches-second-iteration-of-on-rotation-with-levis-302537291.html