#Campaign  #Events  #Music

Levi’s® ‘Live in Music’ Launch Party


From the music fans to the tour managers, producers and everyone in between, Levi’s® has been the music industry’s uniform of choice spanning generations.

We’re proud to have worked with many local and international artists from Alicia Keys, Kurt Vile and Haim, to Sleighbells, Kilo Kish and Philippe Zdar, and now, we celebrate the release of our latest range of menswear by showcasing some of the hardest working men in the Australian and New Zealand music industry.

We kicked off our new campaign, LIVE IN MUSIC, at The Night Cat in Fitzroy, for one hell of a launch party (and not even the cold, wet and rainy Melbourne weather could dampen our vibe).

In what was ultimately a mini music festival, the denim-clad party goers were first treated to Steve Smyth (one of the faces of our new campaign) and his band ‘The Outlaws’ who had been performing across Europe for the last twelve months. Needless to say, it was a nuclear bomb-style start to the night.

Next up, we saw Luca Brasi. The Tasmanian locals brought their indie rock tunes to Melbourne shores; continuing the explosive start to the night with tunes such as ‘Anything Near Conviction’ and ‘Aeroplane.’

With the atmosphere building, Sydney duo – Polish Club were next to hit the stage.

They certainly delivered the goods, closing out their electric set with ‘Come Party’ – a crowd favourite.

The next group to take to the stage were recently dubbed by Triple J as Australia’s ‘Best Up-And-Coming Live Band’, and whilst that was met with some mixed reviews – we think it was a bang-on call. Confidence Man are something special, and had the entire room moving with them.

Last but not least on the LIVE IN MUSIC launch line-up, we had Croydon lad Ben Townsend a.k.a Ivan Ooze, who set the room on ‘FIRE’ with his fresh take on Australian hip hop.

Thanks to our friends at Sailor Jerry, Budweiser and Melbourne Bitter, who kept the crowd hydrated and in high spirits, and to Beatbox Kitchen for providing the carbs.

A blur of artistic chaos, home-grown talent, denim and drinks – this was a night to remember.

Until next time…

Photos: Kane Hibberd and Carly Ravenhall

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