Levi’s: Red Tab Sweats
The pandemic sparked major changes—including the widespread embrace of sweatpants for every occasion. In response, Levi Strauss & Co. shifted focus to comfort wear, launching Red Tab Sweats as the first line of elevated essentials. I worked across every aspect of the campaign, from branding and product copy to editorial, ensuring the messaging captured both style and comfort for a new era of casual wear.
As part of Levi’s push for Red Tab Sweats, I interviewed two of the brand’s stylists to highlight the surprising versatility of comfort wear.
Social campaigns
I wrote social copy for Red Tab Sweats, creating posts and Stories for Levi’s Instagram and Facebook channels throughout the season-long campaig
Product copy
Red Tab Sweats included a wide range of sweatpants, hoodies, crewneck sweatshirts, and shorts, offered in multiple colorways and styles. I wrote product copy for dozens of individual pieces.