Levi’s® teams up with Nas, one of hip-hop’s most influential voices, for a collaboration that bridges music, culture, and timeless design. The Levi’s® x Nas collection honors the artist’s three-decade-long journey, celebrating the 30th anniversary of his groundbreaking debut album, Illmatic, while paying homage to his continued impact on storytelling and style within the genre.
Born Nasir Jones in Queens, New York, Nas has long been recognized as a visionary lyricist and cultural icon. His body of work — from Illmatic to Stillmatic, It Was Written, and Life Is Good — chronicles the complexities of identity, struggle, and triumph through a distinctly New York lens. Levi’s® captures this spirit through a series of premium “band tee” reinterpretations, merging the aesthetic codes of classic rock culture with hip-hop heritage.
The capsule includes three standout T-shirts:
- A grey long-sleeve emblazoned with “Nas” on the front and the phrase “one life / one love / one King” on the back — a reflection of the rapper’s philosophical outlook.
- A white short-sleeve that commemorates Illmatic, featuring its iconic album cover and Levi’s® branding on the sleeve.
- A black short-sleeve inspired by Stillmatic, the album that reaffirmed Nas’s position as hip-hop royalty, with both cover art and Levi’s® logo integrated into the design.
According to Leo Gamboa, Levi’s® Vice President of Collaborations, the partnership celebrates the shared DNA of authentic self-expression that connects hip-hop culture and Levi’s® heritage — two forces that have shaped global style and identity for generations.
The accompanying campaign, created in collaboration with Mass Appeal, Nas’s own record label, was shot in Queensby Camilo Fuentealba Brevis and directed by Phoenix Skye Maulella. It highlights the borough’s creative pulse, featuring real community figures such as Brian “B. Dot” Miller, Syreeta Gates, and Parks Vallely, whose stories embody the resilience and pride that define Queens.
As part of Levi’s® ongoing series of artist collaborations, which previously paid tribute to Oasis, Blur, Sonic Youth, Joy Division, and New Order, the Levi’s® x Nas collection cements the brand’s role as a cultural archivist — chronicling the intersections of music, identity, and fashion. The collection launches worldwide on November 6, 2025, available on Levi.com, the Levi’s® app, and in select Levi’s® stores.
Photos: Levi’s