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Levi’s Drops Sustainable Underwear Collection for Young Men

A new campaign by Levi’s Europe aims to grab market share of what consumers wear beneath their 501s.

Levi’s Europe announced the launch of an underwear line aimed at Gen Z men—and it’s taking a digital-first approach to connect to the young demographic with the Underwear for Living campaign.

The campaign tells the story of young men sharing “fun and creative moments” while dressed in Levi’s jeans. Taking a cue from ’90s style, the Levi’s-branded waistbands of their underwear are visible.

Products are listed on the Levi’s Europe website, with a few presented as video clips to engage the younger, digitally focused consumer. Videos depict the men working out and lounging around—a relatable campaign as they are some of the only social activities permitted during the pandemic.

“We’re really excited about this new men’s underwear campaign,” said Temar Biratu, Levi’s new business development and collaborations marketing manager in Europe. “It’s a new opportunity to connect the Levi’s brand directly with our Gen Z target consumer while accelerating one of our key lifestyle categories.”

Underwear is a major market in the current climate, where categories like loungewear and activewear have taken priority among homebound consumers suddenly focused on self-care and comfort more than ever before. The denim giant recently launched Levi’s Red Tab Unisex Sweats, a collection of French Terry sweats.

Boxers in the collection range from 21-34 euros ($25-$41) and are now available on and at wholesale partners in stores and online across European and U.S. markets. The collection also includes socks, which range from 7-21 euros ($8-$25).

Shoppers can follow the campaign through its hashtag, #UnderwearForLiving.