Levi’s ‘Off The Cuff’ campaign features the track ‘Jeans On’ by Air-Edel composer Roger Greenaway and David Dundas, published by Air-Edel.

“The story of the Levi’s® 501® is not just about enduring style. It’s also about sustainability, durability, and timelessness. It’s a throwback to the days when things were built to last, and only get better with time. The 501® has been right there throughout history, outfitting everyone from civil rights activists to movie stars, and is still the chosen uniform of today’s leaders ushering us into a new era.

We brought together seven originals who know how to effortlessly blend style, creativity, authenticity, and purpose to show us how they make the iconic Levi’s® 501® their own. Collectively, they represent the voice of now — a time defined by the power of change, and wearing and doing things your own way.”

The campaign features Naomi Osaka, Shai Gilgeous-Alexander, Barbie Ferreira, Emma Chamberlain, Marcus Rashford, Hailey Bieber,  and Jaden Smith.