Urban Outfitters expands the On Rotation experiential retail concept with a Levi's collaboration running August 22 through September 30. The activation will be available online and in five flagship stores in Austin, Walnut Creek, Las Vegas, New York City, and Miami Beach. The program mixes Levi's classics, Urban Outfitters styling, curated vintage pieces, and interactive elements to celebrate denim culture. The rotating model, which debuted with Nike in May 2025, emphasizes curation, creativity, and youth-driven cultural relevance. The concept targets Gen Z preferences for individuality, discovery, storytelling, and experiential shopping beyond transactional experiences.
Urban Outfitters has long been more than a retailer. Known for its ability to capture cultural energy and translate it into immersive shopping experiences, the brand is expanding its latest retail concept, On Rotation. After a successful debut with Nike earlier in 2025, Urban Outfitters now introduces the second season of this evolving platform in collaboration with Levi's. Launching August 22 and running through September 30, the concept transforms select Urban Outfitters locations into interactive spaces designed to spotlight denim's enduring appeal while engaging Gen Z's appetite for individuality, discovery, and storytelling.
Available online and in five flagship stores nationwideAustin, Walnut Creek, Las Vegas, New York City, and Miami BeachOn Rotation: Levi's is set to deliver a curated blend of Levi's classics, UO's distinct styling, vintage treasures, and interactive elements that bring denim culture to life. The On Rotation Concept: Reinventing the Store The retail industry has been evolving rapidly as consumer expectations shift away from transactional shopping and toward interactive experiences.
With On Rotation, Urban Outfitters seeks to redefine what it means to walk into a store. The concept blends curation, creativity, and cultural relevance, resulting in spaces that feel part retail, part event, and part art installation. On Rotation was introduced in May 2025 with Nike, delivering an environment where curated apparel intersected with immersive design and storytelling. The Levi's iteration builds on that foundation, bringing denim's history, versatility, and emotional resonance to the forefront.
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