SAN FRANCISCO--(BUSINESS WIRE)--Aug 4, 2025--
The Levi’s® brand, in collaboration with global icon Beyoncé, today debuted The Denim Cowboy, the final installment of the year-long Levi’s® REIIMAGINE campaign. The film weaves together the three previous chapters, revealing the campaign as more than a reinterpretation of iconic Levi's® advertisements - it is the creation of a new narrative centered on empowerment and rewriting the rules. Shown throughout The Denim Cowboy are Levi’s® icons and hero pieces from the new BEYONCÉ x LEVI’S® denim collection that serve as the film’s uniform and latest cornerstone of the partnership with Beyoncé, highlighting the brand’s denim lifestyle leadership.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250803727795/en/
Set to an exclusive edit of the “Levii’s Jeans” soundtrack from the Grammy Award-winning album, Cowboy Carter, the 90-second film includes new scenes and extended cuts from the previously released Launderette, Pool Hall and Refrigerator films – all inspired by classic Levi’s® advertisements from the ‘80s and ‘90s. Once again, the Levi’s® brand partnered with Grammy Award-winning director Melina Matsoukas to bring this vision to life.
Recontextualizing the previous chapters and unveiling new details, The Denim Cowboy reveals that Beyoncé’s winning prize from the pool game is none other than the local shark’s 501® jeans, played by award-winning actor, Timothy Olyphant ( Justified, Deadwood ). Beyoncé stuns in a crystalized ‘90s Shrunken Trucker paired with the 501® Curve jeans, a new and groundbreaking 501® silhouette designed to celebrate and fit curves without compromising the authentic straight-leg silhouette that makes the 501® so timeless and enduring. Channeling the bold glamour first unveiled in Pool Hall, the Western Crystal ’90s Shrunken Trucker and Western Crystal 501® Curve jeans emerge as the standout statement pieces of the BEYONCÉ X LEVI’S® denim collection.
“ The Denim Cowboy marks the culmination of the groundbreaking Levi’s® REIIMAGINE campaign, marking the final celebration of a partnership that has explored reinvention and reinterpretation at every turn,” said Kenny Mitchell, Global Chief Marketing Officer of the Levi’s ® brand at Levi Strauss & Co. “ The campaign represents a new level and scale of collaboration that has put women at the center of the narrative, and set in motion a new, iconic chapter in Levi’s® history that continues to reaffirm the brand’s place at the center of culture.”
The partnership reached a dazzling crescendo during Beyoncé's final performances of COWBOY CARTER TOUR in Las Vegas where the icon’s entire dance crew lit up the stage in the shimmering new pieces from the BEYONCÉ X LEVI’S® denim collection - looks inspired by the bold spirit of the ongoing REIIMAGINE campaign.
The BEYONCÉ X LEVI’S® denim collection – including the Western Crystal ‘90s Shrunken Trucker ($250) and the Western Crystal 501® Curve ($150) – along with two other head-to-toe denim sets will be available starting August 4th on Beyonce.com and globally August 7th on Levi.com and select Levi’s® stores.
The Denim Cowboy launches with a fully integrated global campaign, including television, digital, social media, and out-of-home. The campaign maintains the Levi’s® tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of the REIIMAGINE campaign, adding another layer to the rich tapestry of iconic Levi’s ® campaigns.
For more information on the REIIMAGINE campaign, visit levi.com and follow @levis on Instagram and TikTok.
The campaign was conceived in creative partnership with TBWAChiatDay LA and Parkwood Entertainment and produced by de la revolućion/PRETTYBIRD.
About the Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 120 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in denim. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's ®, Dockers ®, Levi Strauss Signature™ and Beyond Yoga ® brands. Its products are sold in more than 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,400 brand-dedicated stores and shop-in-shops. Levi Strauss & Co.'s reported 2024 net revenues were $6.4 billion. For more information, go to http://levistrauss.com, and for company news and announcements go to http://investors.levistrauss.com.
Beyoncé and Levi’s® Launch The Denim Cowboy
WASHINGTON (AP) — The Trump administration on Thursday loosened federal rules that require grocery stores and air-conditioning companies to reduce greenhouse gases used in cooling equipment, a step President Donald Trump said would help lower grocery costs.
Trump, at a White House ceremony, said the action by the Environmental Protection Agency would “substantially lower costs for consumers” by delaying costly restrictions that limit the type of refrigerants U.S. businesses and families can use.
The move to relax the Biden-era rules on harmful pollutants known as HFCs emitted by refrigerators and other appliances was the latest attempt by the Trump administration to try to address rising voter concerns over the cost of living ahead of pivotal elections in November.
It is not clear how much or how quickly the loosening of the refrigerant rule might impact grocery prices. Industry groups said the move could even raise prices because manufacturers have already redesigned products, retooled factories and trained workers to build and service next-generation refrigerant equipment.
Inflation in the United States increased to 3.8% annually in April, amid price spikes caused by the Iran war and President Donald Trump’s sweeping tariffs. Inflation is now outpacing wage gains as the war has kept oil and gasoline prices high.
The Biden-era regulation was “unnecessary and costly and actually makes the machinery worse,” Trump said at a ceremony joined by top executives from Kroger, Piggly Wiggly and other grocery chains. The EPA action will protect hundreds of thousands of jobs and save Americans more than $2 billion a year, he said.
The Air-Conditioning, Heating and Refrigeration Institute, which represents more than 330 HVAC manufacturers and commercial refrigeration companies, said the change in approach would “inject uncertainty across the market” and could even raise prices.
“This rule works against basic supply and demand,” said Stephen Yurek, the group’s president and CEO. “By extending the compliance deadline” for phasing out hydrofluorocarbons, or HFCs, the administration “is maintaining and even increasing demand in the market for existing refrigerants while supply continues to fall.”
Manufacturers have already retooled product lines and certified models based on the existing timeline, Yurek said. Nearly 90% of residential and light commercial air conditioning systems use substitute refrigerants, rather than HFCs, he said.
The administration's action on refrigerants represents a reversal after Trump signed a law in his first term that aimed to reduce harmful, planet-warming pollutants emitted by refrigerators and air conditioners. That bipartisan measure brought environmentalists and major business groups into rare alignment on the contentious issue of climate change and won praise across the political spectrum.
The 2020 law reflected a broad bipartisan consensus on the need to quickly phase out domestic use of HFCs, greenhouse gases that are thousands of times more potent than carbon dioxide and are considered a major driver of global warming.
The EPA action highlights the second Trump administration’s drive to roll back regulations perceived as climate friendly. The plan is among a series of sweeping environmental changes that EPA Administrator Lee Zeldin has said will put a “dagger through the heart of climate change religion.”
Environmentalists criticized the administration’s actions, saying the new rule would exacerbate climate pollution while disrupting a yearslong industry transition to new coolants as an alternative to HFCs.
The 2020 law signed by Trump, known as the American Innovation and Manufacturing Act, phased out HFCs as part of an international agreement on ozone pollution. The law accelerated an industry shift to alternative refrigerants that use less harmful chemicals and are widely available.
The U.S. Chamber of Commerce and the American Chemistry Council, the top lobbying group for the chemical industry, were among numerous business groups that supported the law and an international deal on pollutants, known as the Kigali Amendment, as victories for jobs and the environment. U.S. companies such as Chemours and Honeywell developed and produce the alternative refrigerants sold in the United States and around the world.
The 2023 rule now being relaxed imposed steep restrictions on HFCs starting in 2026. Zeldin said the rule from the Democratic Biden administration did not give companies enough time to comply and that the rapid switch to other refrigerants caused shortages and price increases last year. Some in the industry dispute this.
The Food Industry Association, which represents grocery stores and suppliers, applauded the Trump EPA proposal last year, saying the earlier rule “imposed significant and unrealistic compliance timelines.”
Kevin McDaniel, Piggly Wiggly franchise owner, speaks during an event with President Donald Trump about loosening a federal refrigerant rule, in the Oval Office at the White House, Thursday, May 21, 2026, in Washington. (AP Photo/Jacquelyn Martin)
Kroger CEO Greg Foran speaks speaks during an event with President Donald Trump about loosening a federal refrigerant rule, in the Oval Office at the White House, Thursday, May 21, 2026, in Washington. (AP Photo/Jacquelyn Martin)
Lee Zeldin, Environmental Protection Agency administrator, listens as President Donald Trump speaks during an event about loosening a federal refrigerant rule, in the Oval Office at the White House, Thursday, May 21, 2026, in Washington. (AP Photo/Jacquelyn Martin)
President Donald Trump speaks during an event about loosening a federal refrigerant rule, in the Oval Office at the White House, Thursday, May 21, 2026, in Washington. (AP Photo/Jacquelyn Martin)
FILE - A shop owner reaches into a drink display refrigerator at his convenience store in Kent, Wash., Oct. 1, 2018. (AP Photo/Elaine Thompson, File)
