LEVI'S MASTER TAILOR SERIES

The Brief

In the age of YouTube How To's and DIY bloggers, Levi's position as the denim authority was slipping. Bring credibility back to the brand.

The Campaign

A campaign that put customization front and center. All through the stylish, approachable, undisputed authority of Levi's Master Tailors.

MEET THE TAILORS | DIGITAL & SOCIAL

Ryan Hays

San Francisco Master Tailor

Ever since he outgrew his toddler dinosaur t-shirts, Ryan felt like clothes didn’t quite look the way he wanted. So he’d cut and tear them up to put them back together a different way.

His mother’s sewing machine was her pride and joy— Ryan wasn’t allowed to touch it. So naturally it was the only thing he wanted to play with. When she left the house, he’d break it out and see what he could create.

Now, he loves the freedom tailoring gives him. He can express himself in a million different ways and his clothes are always his own.