Levi’s® has a new global campaign called “Icons,” and it stars two genuine originals: musician Shaboozey and chef Matty Matheson. This is about a specific Western spirit, one that’s a little irreverent and completely authentic.
Directed by Glenn Kitson and shot by Galo Olivares, the campaign zeros in on three legendary pieces: the 501® Original, the Trucker Jacket, and the Western Shirt. Through three short films, the campaign shows a way of moving through the world: with attitude, humor, and a knack for turning ordinary moments into something memorable.
Each film feels like you’ve stepped into a story already unfolding. “The Jean” honors the 501® with the line, “Tougher than many relationships. Since 1873.” “The Jacket” celebrates the Trucker with “Made to be remembered. Since 1967.” And “The Shirt” highlights the Western Shirt as “The Wild Soul of the West. Since 1926.”
For Shaboozey, working with Levi’s® felt natural. “These Levi’s® icons aren’t just clothes, they’re part of my story,” he says.
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meets exhaustion.
