Apparel Group, the global fashion and lifestyle retail conglomerate, marked Saudi Arabia’s 94th National Day by hosting Levi’s first-ever event in the Kingdom, unveiling the brand’s latest ‘Fit Your Life’ denim collection at Levi’s Al Tahlia Street store in Riyadh. The event showcased Apparel Group’s commitment to bringing iconic global brands and exclusive experiences to the region’s customers, highlighting the intersection of global fashion and Saudi culture.
The celebration offered guests a dynamic experience, with vibrant music, fashion insights, and personalized denim tailoring. Levi’s new seasonal collection made its debut in an evening that combined the brand’s heritage with the contemporary spirit of Saudi Arabia, underscoring Apparel Group’s dedication to creating tailored, immersive experiences for local fashion enthusiasts.
A key moment of the event was the live unveiling of a bespoke artwork by a renowned artist and calligrapher, which symbolized the fusion of Levi’s timeless identity with Saudi Arabia’s cultural essence. Guests also had the opportunity to personalize their denim pieces at Levi’s tailor shop, enhancing their connection to the brand through custom designs.
The attendees also had the chance to interact with the brand’s newest local product campaign, ‘Fit for Life’. The new campaign, designed specifically for Arab women consumers, is curated specifically with the goal of providing denim that fits your every move and every moment; ensuring you are ready to embrace life’s moments with confidence and ease. The collection includes Shaping Jeans, Ribcage Straight Jeans, 700 High Rise Jeans, Mom Jeans; and is available at all Levi’s Stores across the region.
Apparel Group CEO, Neeraj Teckchandani, commented, “As a leader in the retail industry, our strategy is to continuously strengthen our presence by introducing world-renowned brands and delivering premium, localized experiences. Hosting Levi’s first event in Saudi Arabia during this pivotal celebration underscores our commitment to aligning with the region’s cultural values and driving long-term growth through customer-centric innovations.”
With 58 Levi’s stores across the GCC and plans to expand to 80 by 2026, Apparel Group continues to strengthen its presence in the region, delivering unparalleled fashion experiences that resonate with the diverse preferences of their diverse customer base.
