Levi’s returns to tell its story with a new global campaign, and it does so with Shaboozey. The project looks to the future without forgetting its roots, and Icons is the chosen title for an initiative that puts at the center three garments that have defined the brand’s imagery—and, ultimately, that of entire generations: the 501® Original, the Trucker Jacket, and the Western Shirt.

Embodying this spirit is Shaboozey, a Grammy-nominated country artist, alongside Matty Matheson, a chef and TV personality with outsized charisma (we’ve already written about him here). Together they star in three short films directed by Glenn Kitson and shot by Galo Olivares, a cinematic aesthetic that captures all the irreverence and freedom of the Western spirit.

Each episode is a journey into an icon: The Jean celebrates the 501® with the claim “Tougher than most relationships. Since 1873,” an ode to its legendary durability. The Jacket spotlights the Trucker Jacket, “worn to be remembered. Since 1967,” while The Shirt tells the story of the Western Shirt with the slogan “The wild side of the West. Since 1926.” Three objects that become characters, with the same narrative power as a film.

“Working with Levi’s feels like coming home,” says Shaboozey. For him these pieces are not just clothes, but fragments of a personal story intertwined with that of the brand. A connection that Levi’s® has decided to turn into a visual language—somewhere between rebellion, irony, and self-affirmation.

More than a campaign, Icons is an invitation to rediscover what it means to wear Levi’s today: not just denim, but an attitude. A way of life that spans 150 years of history without ever losing the ability to reinvent itself—always true to that free instinct that has made the brand a universal symbol.