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Project Overview

For Spring/Summer 2022, Levi’s Vintage Clothing celebrates the events leading up to the very first Earth Day in 1970—and the college students who rebelled against the status quo, striving to make a positive impact for all of us here on this planet. We channel the down-to-earth aesthetics of these young activists and the grassroots origins of their demonstrations into an eclectic mix of denim, pants and tops in well-worn, faded hues. Three stories interweave: For “Making Connections,” we go into nature; for “Getting Schooled,” we recreate the teach-ins; and for “Taking Action,” we take to the streets. The vibe is earthy, relaxed and hopeful, expressed through faded color and black and white snapshot-style photography.


  • Creative/Design/Production: Internal Levi's
  • Copy: Adrienne Elder
  • Animator: Sang Shin