# Cynically Embroidered Denim Apparel UNDERCOVER and Levi's Launched a Series of Embroidered Pieces By Riley von Niessen | Published 2017-12-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/undercover-and-levis References: [highsnobiety](https://www.highsnobiety.com/p/levis-undercover-capsule-drop-2/) & [shop.havenshop](https://shop.havenshop.ca/collections/undercover) Although UNDERCOVER and [Levi's](https://www.trendhunter.com/trends/levis-and-kenzo) released a selection of customized trucker-style jackets just a short while ago, the two brands have already joined together again for another release, this time unveiling a series of [embroidered denim styles](https://www.trendhunter.com/trends/levis-x-kiko-kostadinov), and classic leather jackets. The embroidered designs are relativity simple, however they make a statement too. For example, one denim jacket features the words "Brain Washed Generation" on the back of it in white lettering, which has a boxy font that's similar to that used for retro digital devices. This jacket is available in both a medium blue wash and a black iteration, as are the pants that are featured in the [capsule collection](https://www.trendhunter.com/trends/levis-and-jjjjound). To maintain a sense of exclusivity, UNDERCOVER and Levi's will only make the pieces available at the Dover Street Market Ginza, UNDERCOVER flagship stores, and the Levi's location in Osaka. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 77% | Activity: 34% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Embroidered Denim Fashion:** Opportunity for brands to create customized and statement-making denim pieces through embroidery. - **Retro-inspired Typography:** Potential for designs that incorporate vintage typography reminiscent of retro digital devices. - **Exclusive Collaborative Releases:** Opportunity to drive exclusivity and create buzz by limiting availability to select stores. ### Who This Affects Most - **Fashion:** Fashion brands can explore the use of embroidery to add unique elements to their denim collections. - **Graphic Design:** Graphic designers can incorporate retro typography in their work for a nostalgic touch. - **Retail:** Retailers can tap into the demand for exclusive collaborations to attract customers to select store locations. ## Related on Trend Hunter - [Graphic Garment-Dyed Streetwear](https://www.trendhunter.com/trends/stssy-and-levis-1.md) - [Collaborative Fashion Denim Collections](https://www.trendhunter.com/trends/cobranded-jeans.md) - [Bold Denim Collections](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi.md) - [Denim Capsule Updates](https://www.trendhunter.com/trends/wrangler-x-camphorwood.md) - [Oversized Collaborative Streetwear](https://www.trendhunter.com/trends/awake-ny-and-levis.md) - [Co-Branded Californian Streetwear](https://www.trendhunter.com/trends/levis-x-stussy.md) - [Workwear Reinvented Capsules](https://www.trendhunter.com/trends/levis-x-kiko-kostadinov.md) - [Sophisticated Denim Lines](https://www.trendhunter.com/trends/blue-tab.md) - [Ultra-Wide Collaborative Denim](https://www.trendhunter.com/trends/superwide-levis.md)