Levi’s Revives the Western Spirit With Matty Matheson in New Campaign

Quick listen: How Levi’s makes denim cultural storytelling — in under 2 minutes.

Levi’s is betting on slow-burn storytelling and a Western edge to keep its denim relevant.

The brand has launched its new "Icons" campaign, fronted by Grammy-nominated country artist Shaboozey and chef-turned-TV personality Matty Matheson.

At the heart of the push are three short films directed by Glenn Kitson through production house Iconoclast, each spotlighting Levi’s most recognizable pieces:

• The 501 Original
• The Trucker Jacket
• The Western Shirt

“Levi’s approached me as they wanted a take on western spirit,” Kitson told LBB.

“They wanted a classic spot for their 501s so this is my homage to that. All those classic Levi’s ads I saw growing up were iconic.”

The films, created in-house at Levi’s, combine understated Americana storytelling with a soundtrack by The Moonlandingz featuring Iggy Pop.

Kitson noted that working with slower pacing and a track that carried personal meaning allowed him to create something more considered in tone.

This isn’t Levi’s first collab with Shaboozey.

The brand has previously produced custom pieces for his performances and editorial appearances, aligning with his authentic approach to style.

“Working with Levi’s feels like coming home,” said the artist.

“These legendary Levi’s Icons aren’t just clothes — they’re part of who I am and they all tell a story.”

Meanwhile, Levi’s Global CMO Kenny Mitchell framed the project as more than a clothing showcase.

According to him, the brand wanted to imagine the kind of world "they'd create if left to their own devices." 

When Americana Gets Wilder

One of three spots titled "Shirt" highlights Levi's signature Western Shirt.

In it, Matheson and Shaboozey play a game of chess, before the shirt's buttons start to glisten with the moon. 

Meanwhile, "The Jean" focuses on the 501 Original, where we see a couple enjoy a western film from the backseat of their car being repaired by Matheson. 

Of course, the two are rocking Levi's classic silhouette.

The last film, titled "The Jacket," highlights the world-famous trucker.

It plays out like a dream sequence, as Shaboozey recounts his memories with his favorite article of clothing. 

Future spots will take a different approach, Kitson hinted, with more explosive interpretations of Western themes, from cliff-diving cars to surreal David Lynch-inspired sequences.

The fashion giant will distribute the campaign globally across digital, streaming, and social media platforms, making Americana a central focus for both new and longtime fans.

Our Take: Can Denim Tell Stories?

It's easy to see that Levi’s is doubling down on the cultural impact of its clothes instead of simple product features.

Rather than pushing denim cuts or washes, the brand taps into its distinct brand identity and American spirit — something far harder to replicate than fabric.

I find the slow, considered tone of the films refreshing in a marketing world hooked on snappy edits and instant gratification.

Because Levi’s knows that for its customers, decades of storytelling matter.

In other news, Travis Kelce has just launched a limited-edition AE × Tru Kolors collection with American Eagle.