Levi’s Vintage Clothing SS22 “Project Survival” Campaign


The environmental crisis is not a new concept, and while tackling our current climate issues is perhaps more important than ever, the real conversation started over 60 years ago. In honor of college campuses across the Midwest that sparked such conversations, in turn giving birth to Earth Day, Levi’s Vintage Clothing has released its Spring/Summer 2022 collection and campaign titled “Project Survival,” harking back to the 1960s. 60 and 70. and its ways of eco-activism.

“Project Survival” was taken from the student environmental movement of the 60s at Northwestern University and was applied to this collection as it draws heavily on college references and Levi’s archives from that era. The result is a casual, laid-back collection inspired by the era’s eco-conscious societies, tinted with a hint of collegiate uniform, to create a range of pants – both twill and denim – and tops, jackets, sweaters and more.

Colors are muted, with forest green, faded denim blue, pale beige, sage, sky blue and sunset orange popping up frequently, while cuts are quintessential 60s and 70s. For example, a remarkable pair of 1966 501 jeans have been modified to a flare fit with fabric insets at the seams, while an authentic Sta-Prest also appears for the first time in many years at Levi’s Vintage Clothing.

Elsewhere we find a 1960s 14-bar cord jacket with snaps, western pockets and no belt as a reproduction of the old Levi’s Slim Fits label from the 1960s, while archival reproductions point to item include the Orange Tab hooded denim jacket that dates back to the 70s.

Paul O’Neill, Design Director for Levi’s Made & Crafted and Levi’s Vintage Clothing at Levi’s Strauss & Co., said, “Levi’s Vintage Clothing is inspired by today’s fight for the environment, so we wanted to celebrate one first moves in this area. space out. All over college campuses in the 1960s, groups were popping up to promote sound environmental practices, and we were truly inspired by these young students who cared so much about it and tried to make a difference. 50 years later, we’re still fighting for the planet and still trying to get people to listen.

Take a look at Levi’s Vintage Clothing SS22 campaign in the gallery above and shop the collection in-store or online now.

In case you missed it, here’s Supreme’s SS22 lookbook.


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