San Francisco-based denim brand Levi’s® has announced “The Levi’s® England Collection,” a new collaboration with The Football Association and the England National Team.
Timed ahead of one of the biggest international football tournaments of the year, the collection celebrates the passion, rituals, and community spirit surrounding football fandom through Levi’s® signature denim craftsmanship.
The project is part of Levi’s® broader global football partnership initiative, which includes dedicated capsule collections created for four national federations: England, Mexico, the United States, and France. The England release marks the third installment in the series.
Summary
- Levi’s® launched a collaboration collection with the England National Team
- The capsule features red-and-white pieces inspired by the iconic “Three Lions” identity
- London-based vintage label 194 (One Nine Four) appears in the campaign
- The campaign film highlights “matchday culture” and local football communities in London
- The collection is now available via Levi’s® official online channels and select retail stores in the U.S.
A Collection Inspired by England’s “Three Lions”
“The Levi’s® England Collection” draws inspiration from the England National Team’s iconic “Three Lions” identity, incorporating bold red and white accents throughout the capsule.
The lineup includes a dark-wash Type III Jacket featuring a crest motif placed at the center front, alongside red 478™ Baggy Shorts and a bandana. Combining football references with streetwear sensibilities, the pieces are designed to move beyond tournament moments and function as everyday fanwear.
According to international release information, prices across the global football federation collections range from approximately $30 USD for accessories such as bandanas to around $190 USD for denim jackets.
Campaign Film Captures London’s “Matchday Culture”
The campaign features members of London-based vintage label 194 (One Nine Four). Set during London’s blue hour before kickoff, the short film follows a group of friends rushing to their local neighborhood shop to watch the match together.
Scenes of food preparation, crowded kitchens, small televisions, and embroidered garment details create an intimate portrait of football culture at the community level. As anticipation builds toward kickoff, the shop owner eventually joins the group, swapping an apron for a Levi’s® jacket.
Rather than focusing solely on sport itself, the campaign highlights the emotional rituals, friendships, and collective experiences that define football fandom.
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Leo Gamboa, Vice President of Global Collaborations at Levi’s®, commented on the collaboration: “With England, we wanted every detail of the collection and campaign to feel true to the culture. Partnering with such an iconic football federation was a natural fit, and featuring 194 brought an authentic, London-rooted perspective. We can’t wait to see fans wear these pieces throughout the tournament this summer.”
Available Now Through Levi’s® Channels
The Levi’s® England Collection launched on May 7 and is currently available through Levi’s® official online channels and select Levi’s® retail locations.
England is scheduled to begin its tournament campaign on June 17 against Croatia, followed by group-stage matches against Ghana and Panama. Against the backdrop of growing excitement surrounding the tournament, Levi’s® positions the collection not only as fan merchandise but as a reflection of football’s wider cultural identity.
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