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Download Full Press Kit here:
1. [MY]Levi’s® x Minions Press Release
2. Images
There’s no denying that Illumination’s Minions have become denim-clad cultural icons. Whether rolling a Tyrannosaurus rex into a volcano, or teaming up with their favorite super villain, Gru, the iconic mayhem-makers from the highest-grossing global animated film franchise of all time know how to make even being despicable joyful. And, thanks to that, they’ve worked their way into the hearts of millions of fans all over the world. To celebrate their incredible popularity, as well as the release of Illumination’s new film, Minions: The Rise of Gru (only in theaters Jun 30), Levi’s® —another beloved cultural icon—and the Minions have teamed up for a special collaboration.
Set in the 1970s, Minions: The Rise of Gru tells the origin story of how the world’s greatest supervillain first met his iconic Minions, forged cinema’s most despicable crew and faced off against the most unstoppable criminal force ever assembled.
In that spirit, available at KLCC and Pavillion Bukit Jalil’s Levi’s® Tailor Shops, the collaboration features an array of original Minions artwork inspired by styles of the ’70s and ’80s that fans can use to customize jeans, Truckers, tees, and sweatshirts. Each graphic comes courtesy of the talented team at Illumination, the masterminds behind the Minions, who know how to have some irreverent fun. Just like Levi’s®. It’s a way to add a delightful twist to your favorite Levi’s® pieces. Graphics include Minions engaging in a range of mischievous activities, as well as phrases like, “I Did My Best,” “Ba Na Na” and “100% Evil.”
Along with Levi’s® Tailor Shop, patches with the exclusive designs are available for transforming your Levi’s® jeans and Truckers into stylish works of Minion art. Every Levi’s® Tailor Shop will also get its own Minions customization look for the collaboration too. And to cap it all off, there will be a custom video spot created by the Illumination team featuring the Minions unleashing their mischief in Levi’s® denim throughout a Levi’s® store.
“As any follower of the Minions movies will know, they’re fun, irreverent, and truly iconic. Just like Levi’s®, they’re both instantly recognizable and beloved all over the world. So the idea behind the collaboration was to bring these two icons together for a bit of mischievous fun. What better way to customize your Levi’s® jeans than with a bit of Minions-style creative chaos.”— Karen Riley-Grant, Levi’s® Chief Marketing Officer
“The Minions are relatable to audiences of all ages around the globe, and we’ve been delighted to see how fans have embraced them as means of self-expression. We hope the Minions continue to be a retort to the real world’s challenges and are proud to join Levi’s in this creative and joyful collaboration.” – Chris Meledandri, Illumination founder and CEO.
The Levi’s® x Minions: The Rise of Gru customization offering is now available at KLCC and Pavillion Bukit Jalil Levi’s® Tailor Shop.
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
About Minions: The Rise of Gru
This summer, from the biggest global animated franchise in history, comes the origin story of how the world’s greatest supervillain first met his iconic Minions, forged cinema’s most despicable crew and faced off against the most unstoppable criminal force ever assembled in Minions: The Rise of Gru.
Long before he becomes the master of evil, Gru (Oscar® nominee Steve Carell) is just a 11 3/4-year-old boy in 1970s suburbia, plotting to take over the world from his basement. It’s not going particularly well. When Gru crosses paths with the Minions, including Kevin, Stuart, Bob, and Otto—a new Minion sporting braces and a desperate need to please—this unexpected family joins forces. Together, they build their first lair, design their first weapons, and strive to execute their first missions.
When the infamous supervillain supergroup, the Vicious 6, oust their leader—legendary martial arts fighter Wild Knuckles (Oscar® winner Alan Arkin)— Gru, their most devoted fanboy, interviews to become their newest member. The Vicious 6 is not impressed by the diminutive, wannabe villain, but then Gru outsmarts (and enrages) them, and he suddenly finds himself the mortal enemy of the apex of evil. With Gru on the run, the Minions attempt to master the art of kung fu to help save him, and Gru discovers that even the most despicable need a little help from their friends.
Featuring more spectacular action than any film in Illumination history and packed with the franchise’s signature subversive humor, Minions: The Rise of Gru stars a thrilling new cast, including, the Vicious 6: Taraji P. Henson as cool and confident leader Belle Bottom, whose chain belt doubles as a lethal disco-ball mace; Jean-Claude Van Damme as the nihilistic Jean Clawed, who’s armed (literally) with a giant robotic claw; Lucy Lawless as Nunchuck, whose traditional nun’s habit hides her deadly nun-chucks; Dolph Lundgren as Swedish roller-skate champion Svengeance, who dispenses his enemies with spin kicks from his spiked skates; and Danny Trejo as Stronghold, whose giant iron hands are both a menace to others and a burden to him.
The film also stars Russell Brand as Young Dr. Nefario, an aspiring mad scientist, Michelle Yeoh as Master Chow, an acupuncturist with mad kung fu skills, and Oscar® winner Julie Andrews as Gru’s maddeningly self-absorbed mom.
Steered by the franchise’s original creators, Minions: The Rise of Gru is produced by visionary Illumination founder and CEO Chris Meledandri and his longtime collaborators Janet Healy and Chris Renaud. The film is directed by returning franchise filmmaker Kyle Balda (Despicable Me 3, Minions), co-directed by Brad Ableson (The Simpsons) and Jonathan del Val (The Secret Life of Pets films), and features the iconic voice of Pierre Coffin as the Minions and a killer ’70s soundtrack courtesy of legendary Grammy-winning music producer Jack Antonoff.
About Illumination
Illumination, founded by Academy Award® nominee Chris Meledandri in 2007, is one of the entertainment industry’s leading producers of event-animated films, including Despicable Me, the most successful animated franchise in cinematic history. The company’s releases include two of the top 10 animated films of all time, and its iconic, beloved franchises—infused with memorable and distinct characters, global appeal and cultural relevance—have grossed more than $6.4 billion worldwide.
Illumination, which has an exclusive financing and distribution partnership with Universal Pictures, is the creator of the world of Despicable Me. The franchise includes Minions, the fourth-highest-grossing animated film of all time and the most profitable film in Universal’s history, as well as the Academy Award®– nominated Despicable Me 2 and Despicable Me 3, which made more than $1 billion at the global box office.
Illumination has launched two additional original franchises that have captivated audiences worldwide. The first Secret Life of Pets film achieved the best opening for an original movie, animated or otherwise, in U.S. history, and the studio followed that success in 2019 with The Secret Life of Pets 2. Illumination’s smash hit, Sing, has now become the studio’s latest global franchise with Sing 2 in December 2021. In addition, Illumination’s Dr. Seuss’s The Grinch continues to hold the record for the biggest opening weekend of any Christmas-themed movie in history. Illumination’s upcoming films include Minions: The Rise of Gru on July 1, 2022 and a new Super Mario Bros. film in April 2023.
About Universal Pictures
Universal Pictures is a division of Universal Studios (www.universalstudios.com). Universal Studios is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.
