Levi’s® celebrates the Beastie Boys in its latest capsule collection

The New York-based group broke the rules of hip-hop and redefined the codes of urban culture.

Formed in 1981, Adam Yauch (MCA), Michael Diamond (Mike D) and Adam Horovitz (Adrock) quickly established themselves as champions of irreverence, humour and a sound that oscillated between punk and funk, touching on jazz and a more controlled form of chaos.

Now, Levi’s® pays tribute to them with a limited-edition capsule collection, focusing on those early years and the moments that shaped their aesthetic. The result is four T-shirts with an archival feel, inspired by vintage pieces that have since become cult classics. The Color Up White Tee combines a classic front logo with Hello Nasty graphics on the back; the Logo Tee in High Risk Red revives one of the band’s most recognisable emblems; the Hello Nasty Caviar Tee pays tribute to the iconic 1998 album; and the Long Sleeve Caviar Tee features visuals from the 1995 EP Root Down.

Each piece features meticulous details in the form of 90s-style woven labels and custom badges, which enhance their value as collectables.

“Few groups have had the cultural impact of the Beastie Boys,” says Leo Gamboa, VP of Collaborations at Levi’s®. “With this collection, we wanted to celebrate their legacy—the humour, attitude and spirit of the 90s—in a way that truly represents them.”

The campaign, as one might expect, returns to New York, specifically to the Lower East Side, very close to Beastie Boys Square. Inspired by the raw visual aesthetic of Paul’s Boutique, it embraces a lo-fi aesthetic featuring security-style cameras, fluorescent lighting, cramped spaces and a deliberately imperfect visual texture.