Levi’s goes on tour with 88rising to spotlight SEA talent and summer fits

Denim clothing brand Levi’s leaned into music as a marketing engine this summer, teaming up with 88rising to spotlight the next wave of Asian talent while pushing its Spring/Summer 2025 collection.

Timed to coincide with '501 Day' celebrations, the denim brand partnered with the music collective on "Road to FAM", a four-city concert series that travelled through Singapore, Kuala Lumpur, Jakarta and Manila, building hype ahead of 88rising’s FAM Festival in Bangkok this June.

The campaign connected Levi’s long-standing link to music with the region’s rising Gen Z artists, giving them both a platform and a wardrobe to match.

Don't miss: Denim, reimagined: How Levi's buttons down the sale through tailored retail experiences 

The artists included in the lineup are Singapore's Fariz Jabba, Zack Tabudlo from Manila, Zamaera of Kuala Lumpur and Ramengvrl from Jakarta. Each featured artist was styled in key looks from Levi’s Spring/Summer drop. 

The Singapore leg took place on 16 May at Hard Rock Café, headlined by homegrown rapper Fariz. Known for blending hip-hop with poetic storytelling rooted in Malay culture, Fariz described the moment as a full-circle one. “Never would I have thought this could save my life. Music is free.” he said.

“I'm honoured to echo the sound of our little city through "Road to FAM", performing alongside other key artists across Asia in Bangkok," Fariz added. 

Meanwhile, Zamaera performed at Over and Above in Kuala Lumpur yesterday (21 May). Indonesia's Ramengvrl is set to play on 25 May, with the entire lineup set to perform in Bangkok. The date of the Bangkok leg of the tour has yet to be announced.

In tandem to the tour, Levi's also rolled out a behind-the-scenes mini docuseries across its and 88rising’s digital channels. To complement the music tour, Levi's also unveiled its latest summer collection, with jorts (jean shorts) leading the charge. 

“For 150 years, Levi’s and the 501® have been part of music and cultural movements around the world,” said Levi’s chief marketing officer Kenny Mitchell.

“Road to FAM continued that legacy by helping spotlight Asia’s next generation of creative pioneers," added Mitchell. 

That global legacy in music and culture goes beyond Asia. Recently, Levi’s teamed up with global icon Beyoncé for its "REIIMAGINE" campaign, inspired by her track Levii's jeans from the album Cowboy Carter.

The campaign, starring Beyoncé as its central figure, reinterpreted classic Levi’s moments through a modern, female lens. Directed by Melina Matsoukas, the campaign kicks off with a nod to the iconic 1985 “Launderette” ad, placing Beyoncé front and centre in a tribute to the brand’s role as a canvas for self-expression.

Related articles:  
Levi's partners Beyoncé for global campaign celebrating legacy of the brand  
Newest installation of Levi's x NewJeans collaboration drops  
Singapore to be showcased in BTS Jin's next music video