The Levi's brand is the epitome of classic American styles and authentic coolness. Since the founding of Levi Strauss in 1873, music has always been the key to the brand's identity, as artists like Johnny Cash and Cat Power have rocked the stadiums of the world in their Levi's. So it's no wonder that with the Autumn/Winter 2017 collection, back to its rock roots in the 1960s and 1970s, a time that has had a lasting impact and inspired Levi's.
Levi's sheds light on musical subcultures
With the Autumn/Winter 2017 collection, Levi's enters the depths of the underground and sheds light on musical subcultures. Especially on the creative collectives that cook quietly in cellar and backyard studios in the big cities and then come to life on stage with glowing amps, eager fans and real rock star style. “Levi's has become an integral part of her personal expression. That was our greatest inspiration”, says Jonathan Cheung, Head of Global Design.