Shaboozey’s latest Western-inspired Levi’s campaign celebrates a fusion of fashion and storytelling, paying homage to the cultural influences that shaped him. This innovative campaign showcases timeless Levi’s pieces, embodying a rich tapestry of narratives and memories. By tapping into Shaboozey’s roots, the campaign creates an authentic connection that resonates with fans and newcomers alike.
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Shaboozey and Matty Matheson are gazing at the sky on a partly cloudy day. The country superstar and Emmy-winning actor from The Bear observe as a car soars through the air.
“My jacket was in there,” Shaboozey comments on his Levi’s trucker. “We’ll get you another one,” Matheson responds, just before the car explodes in flames on the dusty hillside. “There is no other one,” Shaboozey insists.
This dramatic scene might come across as a trailer from a trendy Western film, but the duo is actually part of Levi’s latest global Icons campaign. Across three short films, directed by Glenn Kitson with cinematographer Galo Olivares, Shaboozey and Matheson don iconic Levi’s pieces, including the 501 Originals, a trucker jacket, and a Western shirt.
A Western Spirit
“Being part of a campaign that leans into Western spirit and soul — but still feels rooted in authenticity — hit home,” Shaboozey shared with Rolling Stone. The synergy between the icons and these legendary wardrobe staples epitomizes style sensibility.
On set, the Grammy nominee described the experience as akin to entering a beloved movie scene. “It had that dusty, sun-drenched Western edge with a modern twist. For the playlist, we rolled with a blend — some Marty Robbins, a little Chris Stapleton, and even some old-school country I grew up hearing at home in Virginia. That mix of outlaw grit and melody, it just kept things loose and real.”
Love for Westerns
In one of the films, Shaboozey expresses his deep affection for Westerns, a sentiment that transcends beyond the campaign’s shoot. “Man, I live off Westerns,” he states, citing favorites like Butch Cassidy and the Sundance Kid and True Grit. “They’re all in the mix when I’m thinking story, mood, and character,” he adds.
Classic Denim
While sporting various outfits in the new Levi’s campaign, Shaboozey frequently turns to a key piece of clothing. “For me, it’s gotta be a classic pair of 501s — something broken-in, comfortable, and timeless,” he notes. “Whether I’m writing in my studio or hopping on a call, I want something that feels lived-in and real — just like the stories I’m trying to tell.”
For Shaboozey, the Levi’s campaign is more than just fashion. “It’s a nod to the people and stories that raised me,” he says. “The West, Virginia, the cross-pollination of country and hip-hop… Levi’s showed they get that, and I’m proud to be part of telling that story.”
This isn’t Shaboozey’s first collaboration with Levi’s. They’ve joined forces before, with the denim brand crafting custom pieces for his performances.
Upcoming Tour
Following the campaign, Shaboozey is set to embark on The Great American Roadshow Tour to promote his LP, Where I’ve Been, Isn’t Where I’m Going.
When the tour kicks off in Indianapolis, Indiana, this September, audiences can anticipate denim on stage. “I love all things vintage,” he mentions regarding his tour wardrobe. “On tour, I like to have a good pair of denim and a vintage tee, maybe something with a little fringe or lived-in edge. For premieres, I’ll dial it up just enough — something clean but honest, with a nod to heritage. It’s gotta feel like me. Otherwise, what’s the point?”
