Inside Levi’s Festival Experience at Primavera Sound 2025
by Adriano Batista
Levi’s transformed its role as Primavera Sound Barcelona‘s exclusive denim partner into a full-scale experience this year. Across three dedicated spaces (Levi’s® Plaza, 501® Club, and Levi’s® Warehouse), the brand built a denim-centric universe where music and personal style intersected.
The partnership peaked with Troye Sivan’s custom performance look. His handmade jeans, crafted from vintage 501® denim and accented with repurposed Levi’s® leather, blended the brand’s heritage with contemporary self-expression.
On the Levi’s® Stage, audiences discovered artists like SnowStrippers, Rigoberta Bandini, and John Glacier, musicians whose work aligns with Levi’s® approach to creativity.
Attendees could also browse exclusive Levi’s® x Primavera Sound merchandise or visit the expanded Tailor Shop to customize their denim with unique laser cuts, prints, and embroidery. This activation continues Levi’s® tradition of supporting music culture through hands-on experiences at festivals worldwide.
Check out below some of our favorite looks captured by Ángela Ibáñez at the Levi’s space:
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