In April 2019 Macy’s Launched the narrative-driven story concept called Story. The retail experience opened in 36 stores nationwide. The Story concept curates merchandise around a theme and rotates every four to six weeks. Macy’s first Story, called Color, was anchored by three big brands: MAC Cosmetics, Crayola and Levi Strauss & Co. The Levi’s X Crayola collaboration was launched at Macy's STORY.
“Go make a mess, make noise or make a new friend, because at Levi's we believe your creativity is a little jeanius- so brilliant it inspired our colorful collaboration with Crayola. It's perfect for mixing, matching, pinning and patching- an adventure designed for little-sized originals who like their classic blues with a side of big time brights. So, go forth, be bold and get your color on with Levi’s x Crayola at Macy’s “