Levi’s: Red Tab Sweats
The pandemic brought major changes, including the widespread embrace of sweatpants for every occasion. In response, Levi Strauss & Co. shifted focus to comfort wear, launching elevated sweats with Red Tab Sweats as the first line. I worked on every aspect of this campaign, from branding and product copy to editorial, ensuring the messaging highlighted both style and comfort for the new era of casual wear.
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.