New branding that pays homage to Levi Strauss and Co. history is used throughout the Blue Tab collection, including a logo based on a stock issuance certificate from 1925 in the Levi’s archive. The ...

The Levi’s blur band tee collection honors their classic ’90s logo, marking the decade they entered the international music scene. The white t-shirt featurs the blur logo on a blue background ...

It's about fusing the brand's past with contemporary style. "Blue Tab is kind of like where Levi's history meets today," says O'Neill. "You can see the DNA of Levi's, but it's starting to change.