Levi’s

Every brand has a story.

Focusing on the iconic red tab, Levi’s bold symbol of identity, we celebrate the past and present stories of those who shape history in their Levi’s.

We’ll kick off our story by adding red tabs to iconic statues in cities around the world, highlighting their legendary tales with the symbol that represents our own.

Then we’ll share our stories on social media.

Red fabric tabs will be stitched with brief excerpts from consumers sharing personal stories of unforgettable moments in their Levi’s. Each tab will also include a QR code, allowing people to explore the full story and learn more about the individuals behind them.

For print and social media, the iconic red tab will feature real consumers' names with an excerpt of their most memorable moments in their Levi’s.