Levi’s® at Primavera Sound Barcelona 2025
From June 2–8, Primavera Sound took over the city. And Levi’s® was there to turn the volume all the way up. As the exclusive denim partner, we didn’t just show up. We built a festival inside a festival, filled with live music, personal style, bold customisation and the unapologetic self-expression that defines Levi’s®.
THE LEVI’S® PLAZA
Right in the heart of the festival, The Levi’s® Plaza brought the energy all day long. Designed as a vibrant open-air hangout, it was a community hub where music lovers could connect, chill and get inspired. On stage, we curated an eclectic lineup of emerging and genre-defying artists, including Rigoberta Bandini, Snow Strippers and John Glacier, who reflect Levi’s® forward-thinking spirit.
One of the weekend’s biggest moments? Global pop sensation Troye Sivan took the stage alongside Charli XCX, wearing a custom Levi’s® look made just for Primavera.
Built from vintage 501® Jeans and detailed with repurposed leather, his outfit paid tribute to Levi’s® heritage and LGBTQIA+ culture—bold, expressive and impossible to miss!
THE 501® CLUB & THE LEVI'S WAREHOUSE
Underground energy meets experimental sound. The 501® Club was a curated space built for discovery, highlighting alternative artists and emerging sounds with an edge. Think boundary-pushers, unexpected sets and a music-first crowd ready to explore something new. Club culture meets denim culture. Built as a cube-shaped room with minimal light and maximum energy, The Levi’s® Warehouse paid tribute to the brand’s roots in underground music and DIY fashion.
LEVI’S® TAILOR SHOP
What’s a Levi’s® space without customisation? At Primavera Sound, our Tailor Shop got a full festival glow-up. From tees to denim and accessories, where you could personalise your pieces with exclusive Primavera-inspired designs turning every item into a one-of-a-kind souvenir of the weekend.
RED TAB™ AT PRIMAVERA
Eight lucky winners from across Europe—and their guests—scored the ultimate festival experience after entering our Red Tab™ competition. We took care of it all: travel, hotel stays, €350 to spend on Levi’s®, food, drinks and full access to everything Levi’s® on site at Primavera Sound. From exclusive customisations and welcome gifts to backstage moments and daily perks, Red Tab™ members got the full VIP treatment. At the Levi’s® Pop-Up, members unlocked even more including free tooth gems, customisation options and exclusive offers just by flashing their Red Tab™ member ID.
Want in next time? Join Red Tab™ today.
MORE THAN JUST ICONIC DENIM
For 150 years, we’ve stood for culture and self-expression. Primavera Sound 2025 went beyond music—it offered a global platform for creatives, performing artists and community to immerse themselves in the world of Levi’s®.
