Levi’s debuts premium Blue Tab line with Paris pop-up café

Levi’s celebrates the launch of its new premium Blue Tab line, centered on Japanese denim, with a pop-up opening this Friday in the heart of the Marais. From 3 to 5 October, the brand is hosting the Blue Tab Café at 11 Rue Commines (Paris’s 3rd arrondissement), a temporary space that blends a coffee shop atmosphere with an experiential showroom.

Launched earlier this year in Japan, the line is positioned as the most sophisticated expression of Levi’s offerings. Crafted from Japanese denim, it reimagines iconic silhouettes with sculptural cuts and meticulous detailing, blending heritage with modernity. Initially introduced at a limited number of retailers, the collection is now expanding across Europe, assuming the premium positioning previously held by the now-discontinued Made & Crafted line.

The venue in Paris’s Marais district features a layout that showcases Japanese craftsmanship, and also offers matcha lattes and traditional Japanese pastries. Visitors can explore a selection of the line’s signature silhouettes, including modernized Trucker jackets, refined button-up shirts, sailor-inspired flared trousers, and sculptural, voluminous skirts.

The program also includes immersive workshops, such as tea ceremonies with no booking required and introductions to Shibori dyeing techniques.

Both sensory and cultural, this activation underscores Levi’s commitment to strengthening its premium proposition and anchors the Blue Tab collection in a lifestyle experience.