Music has always been a part of the Levi’s® brand DNA. Over generations the Levi’s® brand has been connected to music in one way or another.
Be it through dressing not only the singer – but the roadie, the guitar tech, to the producer, promoter, song writer, music fan and everything in between – we dress both the heroes and unsung heroes of the music industry.The Levi’s® brand has been present at music festivals across the globe spanning decades, and has also influenced artists and their sense of style across multiple genres throughout the years. From Glastonbury in the ‘60s and ‘70s through to Splendour, Bluesfest and Coachella today – the Levi’s® brand has been there.
Music is about rebellion and freedom of speech and so are we. We want to give back. We want to assist in supporting the arts and in supporting emerging artists take their career to the next level.
It is for this reason that it makes sense for us to further support the music industry and offer up a Levi’s® Music Prize to further give back to the music community and all that it stands for.