Levi’s Musical Jeans
Levi Strauss South Africa’s exclusive Levi’s Redwire DLX Jeans range is fashion with built-in musical muscle in the form of an iPod designed into the pocket, and the services of some of South Africa’s most progressive illustrators were commissioned to take poster-boy MXO’s image and twist it into something reflective of Levi’s love for music.
The brief to these artists was to capture the feeling of a song that inspired them. Three illustrators from mattblack, a Cape Town-based art collective, and one from the Durban design agency Science, took on the challenge and turned the musical mystic into a larger than life, supernatural sci-fi hero. They all worked with the same photograph, but the results are varied and reflective of how Redwire DLX Jeans offer the wearer so many more options.