Levi’s celebrates heritage pieces in global icons campaign

Levi’s has released its global Icons campaign featuring musician Shaboozey and chef Matty Matheson. The campaign showcases three of the brand’s most enduring pieces — the 501 Original jeans, the Trucker Jacket and the Western Shirt — through a series of short films directed by Glenn Kitson with cinematography by Galo Olivares.

The films highlight each garment’s cultural legacy with taglines that nod to their history: the 501 Original as “Stronger than most relationships. Since 1873,” the Trucker Jacket as “Worn to be remembered. Since 1967,” and the Western Shirt as “Putting the wild in West. Since 1926.” Each story emphasizes durability, individuality and the spirit of self-made style that has long been central to Levi’s brand identity.

Shaboozey continues partnership with Levi’s

Shaboozey, who has previously collaborated with Levi’s on custom performance pieces, returns as a central figure in the campaign. Shaboozey: "Working with Levi’s feels like coming home. These legendary Levi’s Icons aren’t just clothes — they’re part of who I am and they all tell a story. This campaign captures what makes them so special and what the Western Spirit means to me."

The campaign positions the artist alongside Matty Matheson, who brings a different but complementary interpretation of Levi’s Western spirit — playful, resourceful and irreverent.

Brand heritage and creative vision

Kenny Mitchell, global chief marketing officer, the Levi’s brand at Levi Strauss & Co.: "Levi’s has always been about more than denim — it’s about the spirit of the people who wear it. Shaboozey brings a genre-blurring, confident nonconformity that feels right at home in Levi’s, and Matty’s got that same self-made, mischievous spirit. We wanted to imagine the kind of world they’d create if left to their own devices — paying homage to our history, even the ads, in a way that feels unmistakably Levi’s."

The Icons campaign will roll across digital and social channels, supported by print executions that highlight the timeless appeal of the featured garments.

www.levistrauss.com

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