Urban Outfitters (UO) has teamed up with Levi’s for its second On Rotation shop-in-shop program, designed to create a one-of-a-kind denim destination blending Levi’s styles with the Urban Outfitters sensibility. In May 2025 Urban Outfitters kicked off the On Rotation program with Nike; On Rotation: Levi’s debuted online and in five UO stores on Aug. 22 and will run through Sept. 30, 2025.
The experiential retail spaces, designed to spark inspiration, bring together the latest Levi’s styles with a selected mix of vintage finds, including popular paper tag jeans and jackets, curated by Levi’s and UO’s Vintage & ReMade teams.
“Urban Outfitters has always been rooted in discovery, and our On Rotation installation with Levi’s takes that to the next level,” said Cyntia Leo, Head of Brand Marketing at Urban Outfitters in a statement. “We’ve built a space that feels uniquely UO and gives our community an immersive destination they can’t get anywhere else.”
The new program kicked off with a flagship event in Austin, Texas on Aug. 23 that transformed the store and courtyard into a denim-fueled market, complete with Levi’s Tailor Shop customization, local vintage vendor pop-ups, live music and bites from a favorite neighborhood eatery. The On Rotation experience also will roll out in Walnut Creek, Calif.; Las Vegas; the Broadway store in New York City; and Miami Beach, Fla. Each store will host its own version of On Rotation, with community-driven activations and locally inspired storytelling.
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“Our customers have always loved denim that feels both timeless and fresh, and Levi’s On Rotation delivers just that,” said Marybeth Cahill, Chief Merchandising Officer at Levi’s in a statement. “From classic 501s to rare archival pieces, the assortment offers the full spectrum — all curated through the distinct Urban Outfitters point of view.”
In April 2025 Urban Outfitters collaborated with Hanes on an exclusive 28-piece collection of innerwear and apparel, and in July 2025 Urban Outfitters partnered with HGTV for a Dream Dorm Makeover Contest.
