The Gator Co. family of brands is excited to officially launch over 150 Levy’s Leathers’ new guitar strap designs as part of a rebrand and announce Jen Tabor as the new Levy’s Brand Director.Last year, Gator Co. acquired Levy’s Leathers, the iconic leather goods brand from Nova Scotia, best known for high-quality straps that millions of guitarists love in addition to bags and other accessories. Gator embarked on a mission to understand what the fans loved and reinvent Levy’s with exciting new guitar strap designs to delight every guitarist around the world.
In addition to new strap designs, Levy’s has a new look-and-feel that includes new brand colors, packaging and brand marks. A new website is also coming soon.
“We are so excited to show the new guitar straps that the dedicated and inspired team in Nova Scotia and U.S. worked so hard to create,” said Crystal Morris, Co-Founder and President of Gator. “These new straps embody the spirit and legend of Levy’s as a music hero – crafted with care, passion and quality to celebrate and serve everyone’s unique personalities and needs.”
As part of the Levy’s acquisition and reinvention, Gator appointed Jen Tabor as Brand Director for Levy’s. Tabor is an industry veteran, having worked at numerous music education organizations across Chicago, as well as an orchestra director and elementary school music teacher. Tabor graduated from DePaul University with a degree in Music Education and Music Performance. In 2004, Tabor united her two passions of music and design with the creation of Souldier, a music and fashion industry accessory brand.
“Levy’s is an iconic brand and I am privileged to honor its legacy and the generations of fans who have been the heart of its 45-year history,” Tabor said. “My first mission was to listen to the fans and create one-of-a-kind, beautiful, cutting-edge designs for every personality. I wanted the new brand elements to reflect everything Levy’s stands for – tradition and quality while innovating and engaging the next generation of fans.”
Tabor reimagined Levy’s classic styles by using new design techniques and unconventional materials, such as leather punchouts and amp grill cloth embedded into a guitar strap.
“Jen is an outstanding addition to the Gator and Levy’s family,” Morris said. “She brings a unique blend of music industry, manufacturing and design experience that will be instrumental in leading the growth of Levy’s.”