Levi’s® denim spirit conquers Primavera Sound 2025

From pop and hip-hop to punk and electronica, Levi’s® has always been closely linked to musical culture and the artists who define it. This year, Levi’s® joins Primavera Sound 2025 as the exclusive denim partner, in a collaboration that connects two cultural icons to celebrate music, style, and self-expression.

At the heart of one of Europe’s most iconic festivals, Levi’s Primavera Sound 2025 is a festival within a festival, with three immersive spaces: the 501® Plaza, the Levi’s Warehouse—which will feature a curated selection of DJs—and the 501® Club, which will host intimate and unexpected performances.

Its main stage, the 501® Plaza, brings the brand’s urban spirit to the festival environment. This open-air space becomes a meeting point for those who understand fashion and music as authentic forms of expression and creativity through a daily lineup of live concerts, a Levi’s® store with exclusive Primavera Sound garments, and a customization booth featuring techniques such as laser, transfers, and embroidery.

The centerpiece of 501® Plaza is a circular open-air stage, which will host an electrifying lineup of emerging international artists, including Rigoberta Bandini, Chloe Qisha, AMORE, and many more. This unique space will reflect Levi’s® commitment to unconventional creativity, bringing together genre-defying voices that align with the brand’s innovative values.

To celebrate the partnership, Levi’s® will launch an exclusive Primavera Sound collection, featuring special pieces available exclusively during the festival. Attendees will be able to explore a curated selection of Levi’s® x Primavera Sound products, including hoodies, long-sleeved t-shirts, and short-sleeved t-shirts.

True to its tradition of customization, Levi’s® is expanding its experience in the Tailor Shop at Levi’s® Plaza, where visitors can personalize their garments with laser engraving, transfers on cotton and denim, and custom embroidery featuring the brand’s icons and exclusive designs inspired by the spirit of the festival and its logo.

With Barcelona and the Mediterranean as an exceptional backdrop, this collaboration promises to reinforce Levi’s®’s legacy of dressing the world’s most influential creatives.
With 147 artists scheduled to perform throughout the weekend, Primavera Sound will offer a global platform where the Levi’s® brand will connect with both big names like Snow Strippers and emerging artists like Simona and John Glacier, who are shaping the future of music.

This collaboration continues Levi’s®’s long-standing commitment to music culture, following successful partnerships with other major music events around the world.

Charli XCX will take the Primavera Sound stage alongside Troye Sivan.