Levi's jeans are the original blue jeans. They’re made from tough, rugged denim and capture the spirit of the 1885 gold rush, the pioneers and their independent spirit. Levi’s is not a fashion statement. It's about being real, being straight up honest and not apologizing for who you are and what you think.
We were asked to portray the Levi's brand as a human truth for the people who like to live life vividly and unabashedly.