CELEBRATING A CENTENNIAL: Levi’s is getting in on Macy’s upcoming 100th Macy’s Thanksgiving Day Parade with an exclusive capsule collection and a denim-inspired balloonicle.
The collection, which launched Tuesday at select Macy’s stores and on macys.com, includes 17 limited-edition styles across men’s, women’s and accessories. The items blend Levi’s fashion, fits and denim with patches, prints and graphics based on artwork and designs inspired by original Macy’s parade characters dating back to the 1930s as well as the Macy’s star logo.
Cynthia Kiang, Macy’s vice president of merchandising strategy, said the collaboration represents a new way to experience the excitement of the parade through both exclusive parade-inspired product and Levi’s first balloonicle debuting on Thanksgiving morning.
“Macy’s Thanksgiving Day Parade holds a special place in American culture, bringing people together across generations,” said Heidi Manes, senior vice president and managing director, Levi’s U.S. and Canada. “Levi’s has always been woven into the moments that connect us, and we’re proud to celebrate this iconic tradition with Macy’s through a collection inspired by the parade’s rich history.”
In addition, Macy’s Herald Square will have a Levi’s Tailor Shop pop-up for customization within its parade shop from Oct. 15 to Jan. 3, giving customers the opportunity to customize items from the special capsule collection, as well as the broader Levi’s selection and select Macy’s Parade items. At the shop, customers can put their own spin on their purchases with new and exclusive Levi’s and Macy’s patches and custom embroidery alongside the Levi’s tailor shop’s classic offerings.
Levi’s will participate in the Macy’s Thanksgiving Day Parade for the first time with the brand’s first-ever balloonicle, a portmanteau mashing together “balloon” and “vehicle.”
For Macy’s, it’s been a year marked by an unusually high level of celebration. Macy’s 50th Fourth of July Fireworks extravaganza coincided with the 250th birthday of the U.S., and the department store appears to be pulling out all stops for its upcoming 100th Thanksgiving parade.
A big part of Macy’s year-round strategy has been to capitalize on holidays and milestones with merchandise and marketing tie-ins. Throughout this fall, Macy’s will introduce exclusive Thanksgiving and turkey-themed keepsakes and collaborations leading up to the Nov. 26 parade.
Carolina Herrera, Clinique, Crocs, Disney, Estée Lauder, Hallmark, Jo Malone, Lenox, Marvel, Michael Kors, Peanuts, Pixar, Waterford and many other brands are partnering with Macy’s on products celebrating the holiday and the parade. Among the items are turkey- and Thanksgiving-themed dinnerware, hoodies, thermals, T-shirts and pumpkin spice candles. Macy’s will be revealing balloon and float additions to the parade soon and plans “a record-breaking lineup of 100 inflatable elements, including the brand-new Disney’s Sorcerer’s Apprentice Mickey and a reimagined iteration of Underdog, his first flight along the parade route since 1984.
The Felix the Cat balloon returns to the parade. In 1927, Felix the Cat became the first character balloon in the parade, carried along the route on sticks by volunteers before the introduction of helium-filled balloons the following year.
There will also be a new float honoring American puppeteer Tony Sarg, the creative genius behind the parade’s signature elements. For those unable to show up along the parade route, the event can be seen on NBC, Telemundo and Peacock starting 8:30 a.m. in all time zones.
From the Levi’s capsule collection for Macy’s 100th Thanksgiving Parade.
Courtesy of Levi’s
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