• Under the slogan “Rebellion for Peace” Levi´s® and ABOUT YOU want to engage Generation Z to stand up for their own values, ideals and self-image

• The international multi-channel campaign for Levi’s® is produced by the ABOUT YOU Media House

• The campaign will be accompanied by the launch of an exclusive womenswear and menswear collection with a total of 25 pieces

• Next to the exclusive collection, five upcycling pieces designed by the two artists will be launched during the AYFW, produced together with the social fashion brand Bridge & Tunnel. 100% of the sales will be donated to Bridge & Tunnel

• The campaign’s centrepiece is a music video by artists Kelvyn Colt and Wavvyboi, which will be distributed primarily on TikTok

• The campaign starts on 19 August and will run for four weeks

The world is constantly changing, and that changes us too: a new generation is pushing forward, striving for diversity and inclusion but also for equality, love and justice. With their new campaign, ABOUT YOU and Levi’s® motivate young people to stand up for themselves and live out who they are – without being restricted by rules and norms.

The fashion online shop is producing the fifth co-branded multi-channel campaign for the global lifestyle brand Levi’s® with the core message “Rebellion for Peace”. The creative campaign by the ABOUT YOU Media House is aimed primarily at Generation Z and will run from 19 August for four weeks. It is especially tailored to the target group and will be played out in the DACH region and the Netherlands primarily on social media channels such as TikTok, Instagram and YouTube. In addition, the campaign will also be extended on aboutyou.com.

The campaign’s highlight  is a specially produced music video featuring the two artists Kelvyn Colt and Wavvyboi, who have been part of the Levi’s® and ABOUT YOU family for a long time.

“The song is about feeling like a misfit. It’s something I struggled with when I was younger, but something I embrace and I’m proud of nowadays. With the Triple Black Heart and my community, I found myself and that’s what’s reflected in the limited pieces I designed with Levis – they are covered in hearts,” Kelvyn Colt says.

“All these smiles passing me by, but very few pay attention to how the person you’ve met is really doing. As an androgynous person, I face a lot of dislike and misconception, which I try to change through music and art. With the Levis collection and the song, I want to give everyone a piece of self-worth to fight against all the fears of young people. The song serves as a reflection of our modern generation, which is now walking a path: showing feelings and allowing to be different,” adds Wavvyboi.

The song itself, as well as the cool, relaxed and approachable personalities of both artists embody the campaign messaging and brand values one hundred percent. Kelvyn Colt and Wavvyboi are thus directly connected to the target group.

In addition, both have designed five exclusive upcycling pieces that will be launched at AYFW. which are produced together with the German social fashion label Bridge & Tunnel. 100% of the sales will be donated to Bridge & Tunnel. 

The ten looks were shot in addition to the two artists with a diverse cast in Athens, the capital of Greece, at the beginning of July. The cast was carefully selected by Levi’s® and ABOUT YOU to further strengthen the storytelling of “Rebellion for Peace”. The urban locations and nature served as the ideal setting.

The collections will be available on ABOUT YOU and Levi’s® from 19 August 2021. The tops are available in sizes XS to XL, jeans in inch sizes 24-30 for women and 28-36 for men.

High-resolution images of the campaign can be downloaded here.

Further information

ABOUT YOU Shop Link Women: aboutyou.de/s/levis-7022
ABOUT YOU Shop Link Men: aboutyou.de/s/levis-7035
Music video:  https://youtu.be/am80wY9Wahk

About ABOUT YOU

ABOUT YOU digitises the classic shopping stroll by creating an inspiring and personalised shopping experience on the smartphone. At ABOUT YOU, the focus is on the customers, who are supported in expressing themselves individually through fashion. On the website aboutyou.com and the multi- award winning ABOUT YOU app, customers find versatile inspiration and more than 400,000 items from over 2,000 brands. With more than 30 million unique monthly active users, ABOUT YOU is one of the largest fashion and lifestyle platforms in Europe. It is currently active in 26 European markets5. With the ABOUT YOU Commerce Suite, the fashion tech company also offers its own e-commerce infrastructure as a licensed product. The group’s shares have been listed on the Frankfurt Stock Exchange’s Prime Standard in June 2021.