Levi’s, Guess Activate at Coachella; Wrangler Plans to Break Guinness World Record at Stagecoach

  • Oops!
    Something went wrong.
    Please try again later.

Denim brands were part of the festival scene during Coachella weekend one.

Riding the high on Beyoncé’s dropping a song about “Levii’s Jeans,” the heritage denim brand continued its partnership with Neon Carnival. A-list stars showed up for the invite-only afterparty co-sponsored by Levi’s at Desert International Horse Park in Thermal, Calif.

More from Sourcing Journal

In its 13th year, the late-night dance party featured Busta Rhymes and sets by DJ Pee.Wee (a.k.a. 8-time Grammy Awards winning artist Anderson .Paak), DJ Hunny Bee and “Vanderpump Rules” star James Kennedy as well as traditional carnival rides.

In Levi’s Land, attendees played carnival games to win Levi’s accessories.

Levi’s Land at Neon Carnival
Levi’s Land at Neon Carnival

Celebrity attendees included Taylor Swift, Travis Kelce, Ice Spice, Paris Hilton, Kesha, Jon Batiste, Jeff Bezos and more.

Guess returned to Indio, Calif. for a Coachella weekend on a private Guess-branded jet with a troupe of influencers.

The guest list included Luna Blaise, Rickey Thompson, Zane Hijazi, Quenlin Blackwell, Olivia Rouyre, Denzel Dion, Bretman Rock, Mariah Amato, David Dobrik and Sarah-Jade Bleau.

Guests traveled in Guess-branded sprinter vans from the airport to the Guess Jeans Compound, a property with 10 guest houses and a fitness center. Guess decked out the grounds with branded pool floats, umbrellas, towels, pillows and neon sights.

The influencers posted videos and photos from the pool and fitness classes during the weekend, as well as footage from Coachella and after parties.

The compound was also the setting for a welcome dinner on the first night, where guests received limited-edition bomber jackets and were served cocktails named Blue Jeans and Guess Girl.

Meanwhile, Wrangler is heading into festival season with the goal to break records.

A first-time sponsor of Stagecoach, the Kontoor Brands-owned heritage label is calling on festival goers to wear head-to-toe denim on April 27 to break the Guinness World Records title of “Largest Gathering of People Wearing Double Denim.”

Participants should join Wrangler in the HonkyTonk dance hall on the festival’s grounds at 3 p.m. for the official count. They must be wearing a denim top and bottom.

The current record is 357 people and is held by GAP Japan K.K., a rep for Wrangler stated.

Wrangler is promoting the event across social media.
Wrangler is promoting the event across social media.

Wrangler will also take over the HonkyTonk bar area for the weekend. It will be called the Wrangler Ranch & Lounge and will feature a full bar with a signature Wrangler Ranch Water cocktail and a lounge area where guests can relax, take photos in a vintage photo machine and play a round of cornhole.

Stagecoach takes place April 26-28 in Indio, Calif. This year’s lineup spans Eric Church, Jelly Roll, Post Malone, Miranda Lambert, Willie Nelson, Morgan Wallen and more. Leon Bridges, Wrangler’s collaborator for its 75th anniversary in 2022, is also performing.

Other brand activations include a Tecovas Boot Bar, a Béis bar and shop and the Shein Saloon, where attendees can nab free Western accessories. Festival goers can also shop Western and vintage fits at a flea market.

If Wrangler breaks the record, it will join several other record-holding denim brands.

In 2005, an original pair of Levi’s 501 jeans broke the record for the “most expensive jeans sold at auction online.” The jeans were purchased by an anonymous collector in Japan for $60,000. The largest pair of jeans (which measures 214 feet and 10 inches tall and 140 feet and 1 inch wide) was achieved by Paris Perú in 2019.

In 2013, T.T. Blues Jeans S.A. de C.V.  in Mexico, achieved the Guinness World Records title of “most jeans of the same brand commercially available in a single store” with 1,154 pairs.