Levi’s: Red Tab Sweats
The pandemic caused a lot of changes in our lives, like the normalization of wearing sweatpants anywhere and everywhere. Like a lot of clothing brands, Levi Strauss & Co. adjusted to this new reality by prioritizing comfort wear. That included new lines of elevated sweats, beginning with Red Tab Sweats. I worked on all aspects of this campaign, from branding to product copy to editorial.
As part of Levi’s big push for Red Tab Sweats, I interviewed two of the company’s stylists to talk about the surprising versatility of comfort wear.
Social campaigns
I wrote copy for Red Tab Sweats used on on Levi’s Instagram (posts and stories) and Facebook accounts across the life of the season and campaign.
Product copy
Red Tab Sweats comprised a ton of sweatpants, hoodies, crewneck sweatshirts, and shorts, across a variety of colorways with varying stylistic attributes. I wrote product copy for dozens of individual pieces.