Levi’s® has unveiled its latest global Icons campaign, a cinematic tribute to heritage and individuality, starring Grammy-nominated country artist Shaboozey and Emmy-winning chef and cultural tastemaker Matty Matheson. The campaign, a celebration of timeless American staples, captures the unmistakable Western spirit that Levi’s has long embodied — scrappy, self-made, and just a little bit reckless.
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Directed by filmmaker Glenn Kitson and shot by Galo Olivares (Roma, Alien: Romulus), the campaign unfolds across three striking short films. Each piece explores one of Levi’s most enduring silhouettes: the 501® Original, the Trucker Jacket, and the Western Shirt — garments that, over generations, have become icons in their own right.
Each film drops the viewer into a moment mid-story. “The Jean” centers the 501® Original with the tagline “Stronger than most relationships. Since 1873,” nodding to the jean’s enduring durability and cultural significance. “The Jacket (above video)” pays homage to the Trucker Jacket — “Worn to be remembered. Since 1967” — a statement on lived-in cool across decades. “The Shirt” reclaims Western flair with the bold “Putting the wild in West. Since 1926,” channeling equal parts grit and grace.
“Working with Levi’s® feels like coming home,” says Shaboozey. “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.”
This campaign also marks a continuation of Levi’s creative relationship with Shaboozey. The brand has previously crafted custom pieces for the artist’s performances and editorial appearances, reflecting a mutual commitment to authenticity and personal expression.
“Levi’s has always been about more than denim — it’s about the spirit of the people who wear it,” says Kenny Mitchell, Levi’s® global chief marketing officer. “Shaboozey brings a genre-blurring, confident nonconformity… and Matty’s got that same self-made, mischievous spirit.”
The campaign begins rolling out August 25th across digital, social, and print — a modern ode to classic style.
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