Case Study

LEVI’S® X LOTTIE RAE

Custom chainstitch embroidery for 100 Levi’s® Trucker Jackets, created for a limited-edition Levi’s® ANZ collection in collaboration with Australian artist Lottie Rae.

  • ClientLEVI’S®
  • Primary CategoryCustom Embroidery
  • Project TypeLimited Edition Retail Collection
  • LocationMelbourne, Australia
  • TechniquesHand-Guided Chainstitch · Satin Stitch Embroidery
Woman wearing a custom Levi’s Trucker Jacket with Lottie Rae artwork embroidered in chainstitch by amR
Levi’s event artwork for a live custom embroidery activation by amR and Lottie Rae in Melbourne, Australia
Guest wearing a custom Levi’s denim jacket embroidered live during the Lottie Rae activation in Melbourne
Close-up of Lottie Rae’s Dollie cowgirl design embroidered by amR on a limited-edition Levi’s denim jacket for the Levi’s x Lottie Rae retail collaboration.
Back of a Levi’s denim jacket featuring hand-guided chainstitch embroidery by amR for the limited-edition Levi’s x Lottie Rae retail collaboration.
Custom embroidered Levi’s denim jackets from the Lottie Rae collaboration at a PR launch event

Overview

amR has worked with Levi’s® teams in Australia and the United States for years, creating custom chainstitch embroidery for brand projects, retail activations and special events.

For this limited-edition Levi’s® ANZ collaboration with Australian artist Lottie Rae, amR helped bring her signature Dollie artwork to life on Levi’s® denim. The project brought together original Australian artwork, vintage embroidery techniques and a commercial retail release, with amR leading the embroidery development and production.

Our Role

amR worked as the embroidery consultant, design lead and production lead on the project. This included adapting Lottie Rae’s artwork for embroidery, developing the stitch direction, refining placement and colour, and planning production across the collection.

Our Approach

The embroidery combined hand-guided chainstitch and satin stitch to stay true to Lottie Rae’s original artwork while making sure the design translated cleanly onto denim.

amR also created a one-of-one chainstitched piece to help tell the story behind the collaboration, alongside the wider production run. A short social film captured the craft and gave customers a closer look at how each piece was made.

The Result

The limited-edition release included around 100 pieces and sold out online within two minutes. The final collection brought together original artwork, hand-guided embroidery and Levi’s® denim in a release that felt both collectible and closely connected to the craft behind it.

VIEW ALL PROJECTSBook an amR experience