Levi's has always been a staple among skaters, so it was only fitting for the brand to officially enter the skateboarding community. But how do you navigate a culture that is notoriously critical of big brands?

By honoring Levi's workwear heritage, I worked with a small team to position Levi's Skateboarding as a genuine extension of the workwear legacy. Collaborating closely with the DIY skateboarding community, we upheld the rugged spirit of workwear while celebrating the creativity and resilience that define skate culture.

Through countless collaborations, events, film and print projects around the world, we crafted a cultural narrative that resonated with skaters and communities worldwide.