by John Russel Jones

Labor Day weekend is over (although we know some people who are still squeezing out a few more days of PTO this week)! Time to put away those white outfits (not really) and move on to our favorite burly flannel shirts and sweaters. Some of our favorite workwear and denim brands are using this week to mark the unofficial end of summer and launch their major image campaigns for the Fall/Winter 2022/23 season.

Levi’s Gold Tab

As a California brand, Levi’s is deeply in touch with the West Coast lifestyle. But “West” doesn’t always mean beaches and sunshine. Mountains, forests, valleys, and lakes are a major part of the region as well. It’s a place where nature is right at your doorstep, and where an outdoor life means dressing for both comfort and style. For those who do, there’s a new Levi’s collection called Levi’s Gold Tab.

1970s and ‘80s vintage-inspired with a Northern California twist, the brand has partnered with YouTube personality and native Californian Emma Chamberlain (above) to lead its breakout campaign.

“We took inspiration for Levi’s® Gold Tab from a West Coast sensibility, loving that outdoorsy, active lifestyle. It’s rooted in casual comfort and blends authentic Levi’s® DNA with a nostalgic ‘70s and ‘80s look and feel. It’s nature, meets sports, meets laid back comfort and ease,” says Karyn Hillman, Chief Product Officer of Levi Strauss & Co.


Workwear brand Dickies marked its centennial earlier this year with its ‘Made in Dickies’ campaign honoring Dickies’ blue collar, American roots by bringing workwear and work-inspired stories to life.  ‘Made in Dickies: Generations’ spotlights five iconic styles through five short-form videos showing that hard work runs in the family. The ‘Icon’ series will be available across Dickies’ digital and social platforms globally.

The global campaign led Dickies to partner with UK creative agency Breaks for its two European icons and US based agency Butterworth Collective for the three US icons to produce and bring to life Made in Dickies: Generations. Breaks UK talent includes director Ollie Rillands, photographer Lily Brown, videographer Ali Hutchison and stylist Lewis Munro. Butterworth Collective talent includes director Hunter Lyon, photographer Mark Adriane and stylist Holly Price. Additional credits go to production company BL&S, executive producer Luke Lashley, producer Dan Leyendecker, post executive producer Dan Monroe and editor Will Clark.

The five stories center on  Kevin Bludso, a BBQ legend in southern California; Kona Rose, a singer and recording artist based in Los Angeles; and Kay Kaoru, who builds and customizes lowriders. Newington Green Shoe Repairs in London is a third-generation cobbler/shoe repairer, run by brothers Tevfik and Erkin (who lost both their father and grandfather to COVID). Finally, The Steam Room, London, is a dry-cleaning store, but owner Tony is also a reputable raw denim specialist.


Similarly, Gap’s campaign is also spotlighting icons, showcasing a collection of essential classics designed to dress generations of culture shapers. Gap Icons include both reinvented classics in new proportions, organic fabrics made with more sustainable Washwell water-saving techniques, and a diverse cast of individuals who are shaping our culture through their own personal style and voice.
The campaign includes actress Selma Blair (a New York Times best-selling author and mother with multiple sclerosis advocating for a more inclusive world); UK performer Labrinth (a humanitarian connecting souls through the power of music); model, organizer, and writer Cameron Russell; father, model and actor Lucky Blue Smith, and professional race car driver and first female Arab driver of NASCAR, Toni Breidinger.

“At Gap, Icons are a symbol of timeless individuality, and there’s nothing more iconic than shaping culture by amplifying your true self and talent,” says Mary Alderete, Global Head of Gap Marketing. “We’re excited to celebrate these Icons in our Fall campaign as a diverse group of individuals, effortlessly styled in Gap updated classics, who are using their unique talents and abilities to better us all.”
The campaign was conceived by Gap Global Creative Director, Len Peltier and directed by Koto Bolofo.

Gap in the Metaverse

To punctuate Gap’s iconic logo hoodie and continue Gap’s commitment to amplify artists, the brand is announcing Gap Logo Remix. The project launches today, inviting artists to design a unique GAP logo. Through customer voting, the top three designs will become Gap NFTs and physical hoodies that will be sold on Artists will have an opportunity to express their creativity and individuality with their take on the iconic Gap logo. This extends Gap’s journey in both the meta and physical worlds, fresh off the heels of brand releases and experiences with Dogami and Club Roblox, in addition to gamified NFT collections with artists including Demit Omphroy, Dapper Dan, and Frank Ape. For more information on how to participate, please