Discover Levi's® Blue Tab™

Campaigns and Collaborations /
August 2025

We're rewriting the rules of what denim can be.

This isn’t just another denim collection. Blue Tab™ is our most elevated line to date. Our most premium, design-led collection that combines the best of tradition with the future of denim innovation.

It reflects the highest standards of fabric, fit and finish. Every detail is intentional. Every piece is built to last and made to stand out.

We spoke to Paul O'Neill, Levi's® Design Director, to learn more about our latest collection.

“Bing Crosby’s denim tuxedo actually inspired me. It got me thinking—why can’t Denim break free from casual wear and crossover and be accepted as formal wear." — O'Neill

Blue Tab™ is about pushing the boundaries of what denim can be—it’s premium, refined and unapologetically Levi’s®.

– Paul O’Neill, Levi’s® Design Director

Blue Tab™ Key Pieces

Each piece makes a quiet yet bold statement, showcasing its craft, subtle branding and timeless design.

Naval Sack Coat & Naval Flare

A structured set inspired by 1940s naval uniforms.

Carve Jeans

Wide-leg, bell-bottom, selvedge fit with a unique outer seam.

501® Blue Tab™

A refined version of the classic '80s fit.

Type 1 Jacket

A new take on the original Type 1.

Marker Loose Jean

A nod to vintage wide leg, but elevated.

Denim Craft, Reimagined

At the heart of Blue Tab™ is a deep respect for craftsmanship. All our denim is produced in Japan by top-tier denim mills and advanced dyeing techniques that create nuanced, deeply saturated colour.

“Nobody else is offering these fabrics on the market — they’re really unique to Levi’s and that’s what makes Blue Tab™ stand out.” — O'Neill

We're not just buying fabrics and putting them into the collection—we're working directly with the mills, designing our own fabrics and going through multiple rounds of development to perfect them.

– O’Neill

The Design Philosophy: Utility Meets Luxury

While Blue Tab™ looks toward the future, it’s grounded in familiar references like military surplus, classic workwear and early Levi’s® archives. It’s a celebration of function, tailored with luxury in mind. We've added some playfulness, too. From structured sack coats to voluminous flare jeans, the collection should surprise you. Denim is no longer just for the everyday. It’s something you can dress up, take out and live in according to your terms.

A New Era for Levi’s®

Blue Tab™ isn’t just a high-end drop. It’s a platform. A space where Levi’s® design can stretch, experiment and elevate what denim means to our legacy.