Levi’s Taps Shaboozey, Matty Matheson For Cinematic ‘Icons’ Campaign

Levi’s has launched a cinematic global campaign spotlighting its iconic denim pieces—the 501® jeans, Trucker Jacket, and Western Shirt—through three short films starring Shaboozey and Matty Matheson. Directed by Glenn Kitson, the campaign blends rugged Americana with surreal storytelling, capturing grit, mischief, and self-reliance. Shaboozey draws from his Virginia roots and love of Westerns, while Matheson brings chaotic charm. Levi’s aims to reimagine its heritage for a new generation, pairing timeless style with bold personality. The campaign rolls out across digital, print, and social platforms, backed by a rebellious soundtrack featuring The Moonlandingz and Iggy Pop.