Levi’s® icons through Shaboozey

‘Icons’ is the latest global campaign celebrating three of the most iconic pieces: the 501® Original, the Trucker Jacket and the Western Shirt.

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In a narrative that connects past and present through style, irreverence and authenticity, Shaboozey stands out as a true star, bringing this vision to life. But he is not alone. The Grammy-nominated country artist and one of the most relevant names on the current music scene is accompanied by chef and television personality Matty Matheson. Together they pose under the direction of Glenn Kitson, a key figure at the intersection of film and culture, while the cinematography bears the signature of Galo Olivares. The result is three audiovisual pieces that explore the Western spirit from a contemporary perspective.

Each short film functions as its own universe. “The Jean” is a tribute to the 501® Original under the slogan “Stronger than most relationships. Since 1873”; “The Jacket” is celebrated with the message “Made to be remembered. Since 1967”; and “The Shirt” stands out with the slogan “The wild soul of the West. Since 1926”.

“Working with Levi’s® is like coming home,” says Shaboozey. “These Levi’s® icons aren’t just clothes, they’re part of my history. This campaign captures just that: what makes them so special and what the spirit of the West means to me.”