Since its inception over 150 years ago, Levi’s® has been synonymous with fostering creative expression and expressing individuality—so it’s no surprise that the brand’s ongoing collaboration with the multifaceted artist, Marcus Harvey, is a natural fit. What could have been a one-off campaign contribution instead sparked a long-term collaboration that has seen the musician and brand come together time and again to create something truly special.
Hailing from Alexandra, Marcus has been making waves in the music industry since he was a teenager, where he performed under the stage name Hipnautik. His critically acclaimed debut album, I Am Marcus Harvey, was released in 2020 and marked the beginning of a remarkable career that quickly caught the attention of Levi’s®. “Working with Levi’s® has opened up incredible opportunities and has been instrumental in my growth as an artist,” Marcus explains, “The brand’s support has allowed me to expand my creative horizons.”
The brand and musician’s creative journey began soon after when Marcus was selected to be a central figure in the 2022 Levi’s® 501® campaign.” Partnering with Levi’s® for the 501® campaign in 2022 was a pivotal moment in my career,” says Marcus. “It was more than just a collaboration; it was about merging my artistic vision with an iconic brand that has stood the test of time.” His unique style and vision resonated with Levi’s®, and sparked a collaboration that continues to this day. Marcus soon became a regular presence at Levi’s® Johannesburg-based creative space, where he was invited to perform at events, workshops, and launches.
Since then, the partnership has continued to flourish. This year, Levi’s® sponsored and styled the music video for Marcus’ hit song, Malume, where he wore a standout two-piece from the coveted Stussy x Levi’s® collection. Then, the collaboration continued with Levi’s® also providing pieces for his Lerato music video.
Most recently, Levi’s® hosted an intimate listening session for Marcus’ highly anticipated sophomore album, Now You Know Me, at its activation hub. This cultural brand space has been the backdrop for many of Marcus’ pivotal moments with Levi’s®, and the listening party brought the collaboration back full circle to the space where it was born. “The music video shoots for Malume and Lerato were unforgettable experiences. Collaborating with Levi’s® brought a unique vibe to the projects, and the listening session earlier this year was the perfect way to share these moments with fans and friends.”