Urban Outfitters partners with Levi's for second On Rotation in-store experience

Urban Outfitters has partnered with denim brand Levi’s to launch the second season of its immersive in-store experience, On Rotation. An ever-evolving retail concept, the new destination offers a mix of Levi’s iconic styles through the lens of UO’s unique perspective. 

Available online and in five select Urban Outfitters locations until September 30, the partnership builds on UO’s approach to experiential retail and aims to offer customers one-of-a-kind spaces that provide the retailer’s Gen Z customers with a new take on fashion, culture, and style.

Participating locations include Austin, Texas, which hosted the official kickoff on August 23 and featured a Levi’s Tailor Shop customization, local vintage vendor pop-ups, live music, and snacks from favorite neighborhood spots, and Walnut Creek, Las Vegas, New York City (Broadway), and Miami Beach. Each store will host its own take on the On Rotation activations, with events and locally inspired storytelling.

“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.”

This season of On Rotation with Levi’s is inspired by the vintage second-hand markets and some of Levi’s best-selling styles, like the 501 90s. Baggy Dad and Super Baggy Barrel. The curated collection offered includes a selected mix of vintage finds, including highly sought-after paper tag jeans and jackets curated by Levi’s® and the UO’s Vintage & ReMade teams.

“Our customers have always loved denim that feels both timeless and fresh, and Levi’s On Rotation delivers just that,” added Marybeth Cahill, Chief Merchandising Officer. “From classic 501s to rare archival pieces, the assortment offers the full spectrum—all curated through the distinct Urban Outfitters point of view.”

The second On Rotation builds on the first iteration launched in May 2025 with Nike, and will continue to grow with each new partner.