OUR DENIM CLASSICS , INSPIRED BY NATURE

Levi's® X Farm Rio

Style /
December 2020

Women wearing farm rio collection standing by the beach

This Levi’s® x FARM Rio collaboration marks the first time Levi’s® has teamed up with a Brazilian brand. So we asked FARM Rio cofounder Kátia Barros about the connection between life in the city and nature, why capturing the beauty around us is so important, what makes Rio de Janeiro one of the world’s most sought after locales, and much more.

Four women sitting on lawn wearing colorful, floral pieces from Levi's x Farm Rio collection. The woman in the front is wearing a jacket and jeans, one woman is wearing a skirt and shirt, one is wearing a dress, and the last woman is wearing a t-shirt and shorts.

When was FARM Rio founded? Why did you launch the brand?

We launched in 1997. Here, we like to say we exist to connect with people and help them along their journey of self-knowledge. We try to connect people to natural beauty that manifests in culture, Brazilian authenticity and in the Carioca lifestyle. That's what moves us.

A gif of three images, The first is a woman sitting on a beach wearing a Farm Rio print dress from Levi x Farm Rio collection, the second image shows a woman in a Levi denim jumper with two blue parrots on it, and the third image is a close up shot of the chest pocket of a Levi denim trucker jacket featuring Farm Rio print on the shoulder.

Why did FARM Rio partner with Levi’s®?

We are passionate about classics! And we’re trying to expand globally. So it made sense to combine the authenticity of a Brazilian classic with an American classic to create a brand-new product never seen before worldwide.

Woman wearing Levi x FARM Rio white sweatshirt with blue flowers and Levi x Farm Rio jeans with white flowers on them

FARM Rio is all about the connection between city life and nature. How do you bring those together?

We are Cariocas. We were born in Rio de Janeiro. Rio is a tropical city of 10 million inhabitants. Here, there’s always a connection between our paradisiacal existence and urban life.

A gif of three images. 1. Woman wearing Levi's t-shirt and jeans featuring jungle animals and plants. 2. A woman wearing Levi's white t-shirt with a blue parrot on it. 3. Close up photo of the Levi Strauss & Co. Patch on the back pocket of a pair of Levi jeans.

What makes the Carioca lifestyle such a source of inspiration for you?

A woman standing on the beach at sunset wearing a Levi white T shirt with jungle animals and plant print and a bikini bottom.

Cariocas look at life in a singular way. We don’t separate nature from our hectic daily routine, friendly relationships from formal ones, or joy from sadness. This is our essence — we call it "borogodó". The only way to understand it is experiencing it.

Why is capturing the beauty of the natural world so important to you?

An image made up of three thumbnails. 1. A woman wearing Levi's jean jacket and jeans both featuring jungle animal and plant print. 2. A group of four women smiling wearing Levi t-shirts featuring jungle animals and plant print. 3. Landscape of Brazilian city next to the ocean.

The most powerful weapon for preservation is reminding people that they are one with nature. FARM seeks this relationship through everything we do. Our prints are a great visual tribute to the beauty and diversity of nature that inspires us so much. We are nature-lovers.

Levi’s® and FARM Rio are teaming up to plant 14,000 trees in Brazil. What are some things everyone can do to preserve and improve the natural world in our daily lives?

We can support people and companies that commit to a positive impact on the planet, while we practice and promote conscientiousness and preservation in our everyday life.

A woman facing away from the camera wearing a Levi's jean jacket with a blue parrot across the shoulder blades and Levi jeans.

Levi’s® x FARM Rio. Shop the collaboration now.