Levi’s launched its Live in Levi’s global brand campaign, inspired by stories consumers tell about the things they do in their Levi’s. The campaign is all about getting back to the heart and soul of the brand in a non-traditional manner.

At the heart of the new campaign is the celebration of real-life Live in Levi’s moments – from first dates and first-borns to rodeos and road trips and every day in between.

The campaign spot brings these moments to life and celebrates individuals who are living and having fun in their Levi’s. The video highlights include the Levi’s 511 jeans for men and Levi’s Revel jeans for women, as well as other iconic products the brand is mostly known and loved for, including Levi’s 501 jeans, western shirt and trucker jacket.

Live in Levi’s was launched locally at the Farsons Great Beer Festival with a Levi’s pop-up shop featuring the autumn/winter collection.

The brand’s first participation in the event brought about big hype about the new collection, with a constantly packed shop of people enjoying the new collection first hand.

“We thoroughly enjoyed being at the beer festival this year,” said director Leonard Cassar.

“Levi’s has a unique rock heritage, so combining that with one of Malta’s largest music festivals brought about an authentic and unique experience for customers.”

In addition to having the opportunity to buy from the new line before it hits the stores, visitors at the stand also got their hands on a favourite classic – the Levi’s Vintage Cut Off Shorts.

The autumn/winter collection will be available at Levi’s Stores in Merchants Street, Valletta and St Anne’s Square, Sliema, from Wednesday.