“We’re inviting fans around the world to move and to act, because part of our behavior is to celebrate progress and also inspire and invite folks to be doers and to move,” said Mitchell. 

On the campaign’s progressive messaging, Mitchell noted that the brand has been an “unofficial uniform for progress,” pointing to its roots in the industrial revolution, when miners and other workers wore the denim. Levi’s denim was also worn during cultural moments such as Woodstock, the fall of the Berlin Wall, Steve Jobs’ introduction of the first iPod, Beyoncé’s historic “Homecoming” Coachella performance and by iconic artists such as Andy Warhol and Jean-Michel Basquiat. 

Following its history in subcultures, the brand will partner with London-based music platform Boiler Room for upcoming activations in London and New York. 

“Levi’s is such a democratic brand that it is not surprising to see us on an A-list superstar, as it is to see it on someone deep in the subculture,” Mitchell said. “We’re giving [fans] an invitation to take to the floor and answer this call.”