Beyoncé and Levi's® Launch The Denim Cowboy
Marking the culmination
Article content
Article content
the
Article content
final installment features pieces from the new BEYONCÉ X LEVI'S
Article content
®
Article content
denim collection.
Article content
SAN FRANCISCO — The Levi's® brand, in collaboration with global icon Beyoncé, today debuted The Denim Cowboy, the final installment of the year-long Levi's® REIIMAGINE campaign. The film weaves together the three previous chapters, revealing the campaign as more than a reinterpretation of iconic Levi's® advertisements – it is the creation of a new narrative centered on empowerment and rewriting the rules. Shown throughout The Denim Cowboy are Levi's® icons and hero pieces from the new BEYONCÉ x LEVI'S® denim collection that serve as the film's uniform and latest cornerstone of the partnership with Beyoncé, highlighting the brand's denim lifestyle leadership.
Article content
'The campaign represents a new level and scale of collaboration that has put women at the center of the narrative, and set in motion a new, iconic chapter in Levi's® history that continues to reaffirm the brand's place at the center of culture.'
Set to an exclusive edit of the 'Levii's Jeans' soundtrack from the Grammy Award-winning album, Cowboy Carter, the 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films – all inspired by classic Levi's® advertisements from the '80s and '90s. Once again, the Levi's® brand partnered with Grammy Award-winning director Melina Matsoukas to bring this vision to life.
Article content
Recontextualizing the previous chapters and unveiling new details, The Denim Cowboy reveals that Beyoncé's winning prize from the pool game is none other than the local shark's 501® jeans, played by award-winning actor, Timothy Olyphant (Justified, Deadwood). Beyoncé stuns in a crystalized '90s Shrunken Trucker paired with the 501® Curve jeans, a new and groundbreaking 501® silhouette designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501® so timeless and enduring. Channeling the bold glamour first unveiled in Pool Hall, the Western Crystal '90s Shrunken Trucker and Western Crystal 501® Curve jeans emerge as the standout statement pieces of the BEYONCÉ X LEVI'S® denim collection.
' The Denim Cowboy marks the culmination of the groundbreaking Levi's® REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,' said Kenny Mitchell, Global Chief Marketing Officer of the Levi's ® brand at Levi Strauss & Co. ' The campaign represents a new level and scale of collaboration that has put women at the center of the narrative, and set in motion a new, iconic chapter in Levi's® history that continues to reaffirm the brand's place at the center of culture.'
Article content
The partnership reached a dazzling crescendo during Beyoncé's final performances of COWBOY CARTER TOUR in Las Vegas where the icon's entire dance crew lit up the stage in the shimmering new pieces from the BEYONCÉ X LEVI'S® denim collection – looks inspired by the bold spirit of the ongoing REIIMAGINE campaign.
Article content
The BEYONCÉ X LEVI'S® denim collection – including the Western Crystal '90s Shrunken Trucker ($250) and the Western Crystal 501® Curve ($150) – along with two other head-to-toe denim sets will be available starting August 4th on Beyonce.com and globally August 7th on Levi.com and select Levi's® stores.
Article content
The Denim Cowboy
Article content
launches with a fully integrated global campaign, including television, digital, social media, and out-of-home. The campaign maintains the Levi's® tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of the REIIMAGINE campaign, adding another layer to the rich tapestry of iconic Levi's
Article content
®
Article content
campaigns.
Article content
For more information on the REIIMAGINE campaign, visit levi.com and follow @levis on Instagram and TikTok.
Article content
The campaign was conceived in creative partnership with TBWA\Chiat\Day LA and Parkwood Entertainment and produced by de la revolućion/PRETTYBIRD.
Article content
About the Levi's
Article content
® brand
Article content
The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi's® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 120 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit levi.com.
Article content
About Levi Strauss & Co.
Article content
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's ®, Dockers ®, Levi Strauss Signature™ and Beyond Yoga ® brands. Its products are sold in more than 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,400 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.'s reported 2024 net revenues were $6.4 billion. For more information, go to http://levistrauss.com, and for company news and announcements go to http://investors.levistrauss.com.
Article content
Article content
Article content
Article content
Media Contact:
Article content
Article content
Elizabeth Owen
Article content
Article content
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
CBC
11 minutes ago
- CBC
Yellowknife residents gather for the weekend at Old Town Ramble and Ride
Clear skies and good company set the tone for the 19th annual Ramble and Ride festival in Yellowknife's Old Town this weekend. The event drew a bustling crowd, with residents soaking up the sunshine on Saturday and taking in everything from textile art exhibits to street food vendors. The festival went ahead this year, despite wildfire smoke blanketing much of the territory on Friday. Air quality advisories were issued for several N.W.T. communities, but the advisory in Yellowknife was lifted in time Saturday's events. "Well, actually, when I woke up [Saturday] morning, I went for my dog walk like I usually do every morning, and it didn't register that the sky was bright blue," said Gigi Forget, a vendor at the festival. "Then I got here and somebody pointed out that the sky is clear and visible. And I was like, 'Oh my God, yes, it is. I can see the clouds.'" Forget said the warm weather made it all the more enjoyable to connect with the community. "Well, I just think if people could be more grateful for what's around us and what we have in our lives, I think that's necessary. And it's a beautiful thing you wake up and just be grateful to be breathing and have people that you can love." Nearby, a group of textile artists were showing off their latest creative challenge in a mobile exhibit space, with six artists contributing to a circular art piece series they'd been planning for months. Pat Moore and Hazel Wainwright, both members of the Yellowknife Guild of Arts and Crafts, displayed their work made using wool paper, velvet, sequins, and other materials. "So I did this with what's called wool papers…When you layer them, you can see that the colours come through. That was quite fun," said Moore. Earlier this year, the group met between Christmas and New Year's at the Guild to plan their pieces. One of the younger members pushed for a new challenge, which led them to the circular theme, a first for many of the artists. The group's pieces were housed in a mini art trailer that they've brought to the festival for the past few years. "It's a perfect size for the group," Moore said. "It's always fun to come and set up and see things." Moore was pleased with the turnout at this year's event. "It's great because I thought if it's really smoky, people won't come out and see all the work that goes into getting ready for all the vendors [and] all the volunteers for Ramble and Ride." The Ramble and Ride festival wrapped up on Sunday evening.
Globe and Mail
2 hours ago
- Globe and Mail
Popular 1980s actor Loni Anderson of hit TV series ‘WKRP in Cincinnati' has died at 79
Loni Anderson, who played a struggling radio station's empowered receptionist on the hit TV comedy 'WKRP in Cincinnati,' died Sunday, just days before her 80th birthday. Anderson died at a Los Angeles hospital following a prolonged illness, said her long-time publicist, Cheryl J. Kagan. 'We are heartbroken to announce the passing of our dear wife, mother and grandmother,' Anderson's family said in a statement. 'WKRP in Cincinnati' aired from 1978 to 1982 and was set in a flagging Ohio radio station trying to reinvent itself with rock music. The cast included Gary Sandy, Tim Reid, Howard Hesseman, Frank Bonner and Jan Smithers, alongside Anderson as Jennifer Marlowe, whose good looks were matched by her intelligence. As the station's receptionist, the blonde and high-heeled Jennifer routinely deflected unwanted business calls for her boss, Mr. Carlson. Her efficiency often kept the station running in the face of others' incompetence. The role earned Anderson two Emmy Award nominations and three Golden Globe nominations. Anderson starred on the big screen alongside Burt Reynolds in the 1983 comedy 'Stroker Ace,' and the two later married and became tabloid fixtures before their messy breakup in 1994. Their son, Quinton Reynolds, was 'the best decision that we ever made in our entire relationship,' she said during the unveiling of a bronze bust at Reynolds' Hollywood grave site in 2021. 'I think back to the beginning of our relationship, it was so, oh, gosh, tabloidy. We were just a spectacle all the time. And it was hard to have a relationship in that atmosphere. And somehow, we did it through many ups and downs,' Anderson told The Associated Press. Anderson detailed their tumultuous marriage in the 1995 autobiography, 'My Life in High Heels,' which she said was about 'the growth of a woman, a woman who survives.' 'I think if you're going to write about yourself, you have to do it warts and all,' Anderson told the AP while promoting the book. 'You may not even tell the nicest things about yourself, because you're telling the truth.' She married four times, most recently to Bob Flick in 2008. Anderson was born Aug. 5, 1945, in St. Paul, Minnesota. Her father was an environmental chemist, and her mother was a model. Her first role as an actress was a small part in the 1966 film 'Nevada Smith,' starring Steve McQueen. Most of her career was spent on the small screen with early guest parts in the 1970s on 'S.W.A.T.' and 'Police Woman.' After 'WKRP,' Anderson starred in the short-lived comedy series 'Easy Street' and appeared in made-for-TV movies including 'A Letter to Three Wives' and 'White Hot: The Mysterious Murder of Thelma Todd.' In 2023 she co-starred in Lifetime's 'Ladies Of The 80s: A Divas Christmas' with Linda Gray, Donna Mills, Morgan Fairchild and Nicollette Sheridan. 'I am heartbroken to hear of the passing of the wonderful Loni Anderson!' Fairchild wrote on X. 'The sweetest, most gracious lady! I'm just devastated to hear this.' Anderson is survived by Flick, her daughter Deidra and son-in law Charlie Hoffman, son Quinton Anderson Reynolds, grandchildren McKenzie and Megan Hoffman, stepson Adam Flick and wife Helene, and step-grandchildren Felix and Maximilian. A private family service is planned at the Hollywood Forever Cemetery, Kagan said.
Geek Dad
3 hours ago
- Geek Dad
The Play's the Thing With the Polycade Sente Modular Arcade
Ultra high quality powder coated steel cabinet Ultra high quality components Gaming grade PC lets you play retro games & modern games Modular controls Modular computer Modular attachments Magnetic decals LED back lights Upgradable Commercial & pay-to-play options Polycade sent me a Sente in white, along with a matching stand, marquee, and two additional controllers: a Trackball Arcade Controller, and a Retro (4-Way) Arcade Controller. There were also a couple of magnetic decals and light guns to be included in the order, but due to a supply chain issue, those will be arriving later this Fall. Everything was sent by a shipping company on a pallet. A large shipment arrives. Image by Paul Benson. There's a lot of attention to detail and sense of the importance of play with the Polycade Sente. You'll see this mostly in the machine itself, but this is also prominently on display with the shipping boxes. In a nice touch, the Polycade Sente boxes are designed to be something for the kids to play with and enjoy while the parents put together their arcade machine. I don't have young kids of my own, but my neighbor was throwing a birthday party for one of her grandkids, so the empty boxes found a perfect new home. Ready for the neighbors to enjoy some analog play! Image by Paul Benson. The Polycade Sente comes standard with a bracket to mount it onto a wall. However, as I don't have a dedicated game room in the house, or even a dedicated wall to mount it on, I needed something a little more mobile. So the first thing that I would be putting together would be the stand. Like the Polycade Sente itself, the stand is made of powder-coated steel. The good news? It's easy to assemble. The bad news? It's super heavy, so you'll definitely want to have two people for the assembly. The assembled stand. Image by Paul Benson. There are heavy-duty wheels you can optionally attach at the bottom back of the stand, as well as a handle. To move the Polycade Sente once it's on the stand, you'll tilt the stand and wheel it around much like you would a dolly. The handle on the back of the Polycade stand. Image by Paul Benson. The Polycade Sente is securely shipped in its own box, wrapped in protective plastic and foam. Removing the Polycade Sente from its box. Image by Paul Benson. Once the arcade machine is freed from its packing materials, it simply gets hung onto the stand. The Polycade Sente mounted on the stand. Image by Paul Benson. As I had the optional light-up RetroGlow marquee, the next step would be attaching that to the stand. This is a fairly easy process; you just have to be careful and connect it properly to the control board as shown in the instructions. With the marquee installed. Image by Paul Benson. The Polycade Sente comes with an already-installed sound system, power supply, and control board. You have to either install your own Mini PC, or the one that you can purchase with the Sente when you order. The Mini PC that Polycade sent is a gaming PC, with an AMD Ryzen 7 5800U CPU, 16GB Ram, 1TB SSD, Radeon Vega 8 graphics, Bluetooth, and Wi-Fi. Installing the Mini PC involves simply mounting it onto the keyholes at the back of the Sente, and then connecting all of the cables. The gaming PC mounted at the back of the Sente cabinet. Image by Paul Benson. The Sente also ships with a branded tenkey-less gaming keyboard and mouse, which can be hooked up to the USB ports on the keyboard tray inside the cabinet. The keyboard and mouse set up on the keyboard tray. Image by Paul Benson. Once all that's set up, it's time to plug in the Polycade Sente and power it on! It's alive! Image by Paul Benson. Using the Polycade Sente The Polycade Sente comes with the Polycade AGS, or 'Arcade Gaming Software,' pre-installed, if you're getting a unit that includes the mini-PC. This free software, which is downloadable on any PC, provides a framework for playing games from multiple platforms. The game stores currently supported are: There's also pre-configured ROM emulators in AGS included for: Arcade (MAME) NES SNES Sega Master System Sega Genesis Atari 2600 Gameboy Advance TurboGrafx-16 Add additional emulators yourself! The AGS has a built-in game store, which is the easiest way to automatically add new games to the Polycade Sente. A look at the AGS software in action. Image by Paul Benson. Installing from other sources like the Steam store are also easy to accomplish. Part of the point of the Polycade AGS is to make the process as simple as possible for the user, so that you can just focus on the enjoyment of playing games on the machine. This philosophy is further exemplified in the way that the modular controllers work with the system. Here's a look at the main controller for the system, when it's not hooked up: This is the controller that ships standard with the Polycade Sente. Image by Paul Benson. To attach a controller, you simply connect one of the USB cables inside of the Polycade Sente to the back of the controller, and then slot the controller into the machine. There are also screws to secure the controller to the Sente, but those are optional and really only needed if you're concerned someone might steal one of the controllers. The main controller panel has two sets of arcade-quality JLF joysticks and Sanwa buttons, providing enough controls to play many of the arcade games out there. There are even two side 'flipper' buttons, so that you can play pinball games on the Sente. You simply slide the main controller into a secondary position that exposes the buttons, as seen below: Ready to be a digital pinball wizard. Image by Paul Benson. As I mentioned previously, my Sente order shipped with a couple of additional controllers, the Trackball Arcade Controller and a Retro (4-Way) Arcade Controller. Each of these controllers is half the width of the main controller, so you can have any two controllers connected at one time. As with the main controller, you attach the USB cord to the back of a controller, slot it in, and you're ready to play. These controllers features arcade-quality components, just like in the main controller. The trackball certainly brings back the muscle memory of being a teenager feeding quarters into Centipede and Missile Command. An alternate control scheme. Image by Paul Benson. If you're familiar with classic arcade games, you'll know that there are certain games that require specific controllers in order to play them. For example, if you enjoy games like Centipede and Marble Madness, you'll definitely need a trackball. Want to play Robotron in the same way as in the arcades? You'll need the Dual Stick Arcade Controller. Of course, flexibility is the name of the game with the Polycade Sente. The buttons on the Polycade Sente are recognized by the computer as Xbox buttons. So want to use an Xbox controller with the machine? You can hook it up either through USB or via Bluetooth, and it will work just fine. There are also button magnets included with the Sente if you need easy reference for which Xbox buttons are equivalent on the main panel. And because the Sente controllers are built with the same steel as the Sente itself, the magnetic decals are easy to attach and remove at will. One of the two button magnets in place. Image by Paul Benson. The Polycade Sente ships with several officially licensed retro and modern games. However, these by no means cover the gamut of all the arcade and console games that have ever existed! I tried various ways to add games, from using the AGS store, to installing Steam on my Sente and purchasing games through that platform, to adding individual game ROMs. All of these methods were quite easy to accomplish, though the ROMs do have to be compatible with the emulators installed on the Sente, so some trial and error was necessary for those. It is also possible to add additional emulators, but that's not an officially supported process at this time. Adding a ROM to the game library. Image by Paul Benson. Here's a look at the AGS in action, along with a few attract screens of different games installed on my Sente: Polycade Sente – Final Thoughts Let's face it- as much as we may fantasize about it, not many of us have the space in our homes or the money for a dedicated arcade with multiple machines on the floor. With the Polycade Sente, you can get a classic arcade experience, with just a single machine. The included mini-PC has more than enough power and hard drive space to load up and run hundreds of arcade titles. And the sturdy construction and high quality components of the Sente will allow you, your family, and your friends to play just like you did in the arcades. The modular design ensures that you will be able to play your favorite arcade games, using the same controller type that you remember from the arcades. The different controllers are quick and easy to exchange in the Sente, and combined with the responsiveness of the well-designed AGS, you can switch between different games in a heartbeat. Getting ready to play an arcade classic from '82. Image by Paul Benson. In addition to the controllers that shipped with my Sente, there's also a Spinflight controller which has both a joystick and a spinner, for games like Tempest or Tron . There's even a Buttonmash controller, for button-only arcade classics like Asteroids and Space Invaders. Polycade is in the process of developing and testing other modular controllers for the Sente, including a Driving controller for games like Pole Position and Cruisin' , and a 4-player controller for games like Gauntlet and X-Men. While those controllers are being developed in-house, Polycade also has partnered with Sinden, who manufactures some of the best light guns available for home arcades. As mentioned earlier, I'm currently waiting on my light guns and magnetic decals to arrive later this Fall. So expect another look at the Polycade Sente and those accessories when I receive them…and possibly even a hands-on look at some of the other controllers that Polycade has been working on. Here's the bottom line: yes, the Polycade Sente is not exactl what you'd call inexpensive. But it's an investment into not just a very high quality arcade system, but a gaming ecosystem. The Polycade Sente is designed by gamers, for gamers, and it shows in both the quality of the build and the ease of use. It's also built future-forward (if you can say that about a retro gaming machine?) with its modular design. It's simple to swap out controllers, computers, or even hook up a gaming console to the Sente. And with its backlighting, optional marquee, and silhouette, it's an attractive addition to your home. So if you're looking for that one arcade machine to rule them all, definitely take a look at the Polycade Sente. For more information or to purchase a Polycade Sente, head to the Polycade website. Polycade provided a Sente for evaluation but had no input into this review.
