During Milan Design Week, Levi’s and Highsnobiety joined forces to bring Classics Reinvented to life — a project that digs into the DNA of timeless design and reimagines it through a contemporary lens. At a time when the word “classic” risks sounding static, this collaboration proves that aesthetic codes can be rewritten while still preserving a strong connection to the past.

The initiative takes shape within Not in Milan, the parallel and independent format that offers an alternative narrative of Design Week each year. Here, Levi’s® chose to collaborate with the collective Parasite 2.0 to create a roundtable that is both an art installation and a functional object. A hybrid space designed to host performances and talks, but also to spark conversation across disciplines, generations, and cultures.

The heart of the activation was the panel held on April 8, featuring names like Leo Gamboa (Senior Director – Collaboration & Customization Design at Levi’s), artist and photographer Lea Colombo, designer Giuditta Tanzi, and volleyball player and visual artist Benjamin Patch. The conversation was moderated by journalist Valerie Prakelt. Together, they explored the concept of a “classic,” what it truly means today, and how design can remain relevant over time.

Through this dual activation, Levi’s not only reaffirms its ability to span decades but also shows it knows how to speak to a new generation of creatives and visual culture enthusiasts. Because classics — when reinterpreted with care and intelligence — never stop evolving.