Levi's Evokes '70s Summer Nostalgia for 'Fresh' Campaign

Levi’s captures the nostalgia of 1970’s summers with new campaign, ‘Fresh’ by Stink Rising director Netti Hurley. Inspired by the original Levi’s 1970’s Fresh Produce collection, the range showcases a new line of sustainably dyed clothing and accessories in vibrant colourways, designed for both men and women.

The mini film series of 15 second vignettes feature people of all ages enjoying life in their Levi’s; capturing everyday moments full of energy, vitality, and freshness. The films authentically convey the fun and easy-going nature of the famous brand. Encompassing style, comfort and sustainability, the campaign highlights that every moment can be a fresh moment, with individuals showcasing the numerous ways to wear the collection; Levi’s ‘Fresh’ allows you to choose your own story.

Karyn Hillman, chief product officer at Levi’s Strauss & Co.: “We are excited to debut our Levi’s Fresh collection, a vibrant mix of super soft tees, fleece, and denim made with natural dyes and water saving techniques. Taking inspiration from our archives, we infused each piece with youthful energy borrowed from the original ‘70s Levi’s Fresh Produce line. It’s a fun, plant and mineral based, planet friendly collection rooted in essentials and infinitely covetable."

Filmed in Los Angeles, the bright sunshine paired with vibrant colourways and 70’s aesthetic expertly conveys the 70’s style inspiration behind the collection. With accompanying music played via a cassette tape, Hurley’s attention to detail has helped to achieve the feeling of a 1970s summer.

Netti Hurley, director, Stink Rising: “As always, I love to be part of promoting a collection that is sustainable - and the colours of the natural dyes looked amazing on camera, especially on 16mm.”

Ryland Burns, executive producer, Stink: “Going into the campaign, Levi’s goal was simple - capture the light-hearted energy of their brand and showcase their new line of sustainably dyed clothing. Netti’s natural ability to capture youthful vitality, and her fundamental goal to involve herself in meaningful work made her a perfect fit to direct these ads.” Ryland added, “Netti and her DP Russ Fraser chose to shoot on 16mm to give the films a nostalgic feel. This aesthetic decision paired with the quaint residential neighbourhood we found in sunny Pomona ended up being a perfect combination to accomplish the fresh and carefree spirit Levi’s has always embodied as a brand.”