Levi’s has unveiled a new global Icons campaign celebrating some of its most recognizable pieces—the 501 Original, the Trucker Jacket, and the Western Shirt—through a series of cinematic short films. Directed by Glenn Kitson of Iconoclast and shot by cinematographer Galo Olivares, the campaign brings together Grammy-nominated country artist Shaboozey and Emmy-winning chef and television personality Matty Matheson to embody the brand’s Western spirit.
The first of three films, released this week, highlights the timeless 501 with understated, Americana-inspired storytelling. Kitson, who grew up watching Levi’s commercials, describes the project as an homage to the brand’s legacy of iconic advertising. The soundtrack, featuring The Moonlandingz and Iggy Pop, further roots the film in a cultural space that blends nostalgia with a rebellious edge.
“This campaign gave me the chance to create something slower and more considered,” Kitson said. “It’s rare these days, but Levi’s wanted a classic spot for their 501s, and that’s exactly what I tried to deliver.”
For Shaboozey, the collaboration continues a creative partnership with Levi’s that has already included custom stage and editorial pieces. “These legendary Levi’s Icons aren’t just clothes—they’re part of who I am and they all tell a story,” he said. “This campaign captures what makes them so special and what the Western spirit means to me.”
Kenny Mitchell, Levi’s global CMO, added that the campaign is as much about people as it is about denim. “Shaboozey brings a genre-blurring confidence that feels right at home in Levi’s, while Matty embodies a self-made, mischievous energy. Together, they capture the spirit of nonconformity that has always defined Levi’s.”
Future installments in the campaign promise to push the boundaries even further. Kitson teased upcoming ads that explore wilder sides of the Western spirit, including car stunts and a final spot that pays tribute to David Lynch. “It’s such a vast concept, western spirit,” Kitson said. “For me, Levi’s is the ultimate American brand. Getting to reinterpret that was a privilege.”
