Levi's® & Denim Tears Pay Homage to Black Biker Culture with New Collection


15 September 2023, Mumbai

After the Second World War, biker culture in America exploded. One of the first Black motorcycle clubs formed in America, the East Bay Dragons, was established in 1959 in Oakland, California, right near the home of the Levi's® brand.


The new collection from Levi's® and Denim Tears pays homage to the Black biker community and its enduring mind state – one of honor, commitment, expression, existentialism, identity, and the power of the individual within a community.

The collection includes two classic silhouettes, a pair of Western Stitch 501® jeans and a matching Western Stitch Denim Shirt. Both pieces are offered in worn indigo and feature embroidered Western motifs down the arms, across the back yoke, and on the outside of each leg.


Additionally, there is a Western Cowboy shirt which comes in worn-in black denim and features a sherpa collar, fringe detailing, & leather lace closure.

The collection is rounded out with a set of accessories that can be used and worn in ways unique to the owner. A beautifully embroidered black and gold Rucksack bag reworks the collection's western motifs with flower appliques, while the ADG Denim Hat is offered in a mid-indigo wash with an embossed leather patch.

Finally, the Leather Belt comes in brown and is finished with a brass pharaoh belt buckle and stud detailing, as the perfect accessory to tie it all together.


“I have had a fascination with Black bike culture for as long as I can remember,” said Tremaine Emory, founder of Denim Tears. “What seems like simple and functional attire at first glance is aesthetically informed by Native American, cowboy, rodeo evidence, workwear, military surplus, outlaw, and drifter influences.”

“We cooked all of these elements up with the legacy of flash show and Afro opulence to honor the powerful mind state of the Black biker. I know that those who have the attitude, the character, and the front to wear these pieces will do so forever.”

The campaign features real members from the Black biker community, captured in the places they live their lives.

The season three collection debuts worldwide for Denim Tears beginning September 12, 2023, on Denimtears.com and select premium wholesale doors. The collection launches in Levi’s® channels beginning September 14, 2023, at select Levi’s® stores – DLF Mall of India Noida & Select City Walk Delhi.

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