This year, Levi’s launched a series of new projects and creative partnerships revolving around the ‘labour’ theme as part of its campaign dubbed “We Are All Workers,” which was kicked off in early summer. Some of these initiatives—like opening printmaking shops—were new, and some emerged from the previous programs. The annual «Billy Reid Shindig» celebration, which was held in early June in Alabama, belongs to the second category.

On September 6, the company unveiled the trailer featuring spotlights from this event and designer Billy Reid’s comments on his new line, launched in collaboration with Levi’s. The teaser was soon followed by a full-length documentary about local musicians.

Levi’s supported the two-day festive celebration, “swelling with live music, culinary delights, non-descript bottles of moonshine and plenty of Southern hospitality,” which was held for the second year in Florence, Billy Reid’s hometown in Alabama. Florence is one of the «The Shoals,» which also includes Muscle Shoals, the internationally acclaimed recording town. As Levi’s is dedicated to music almost as strongly as to clothing, it also made a film about performers from this region.

The documentary showcases Muscle Shoals-based musicians, the area where acclaimed performers and groups including Aretha Franklin, Bob Dylan and the Rolling Stones recorded their famous tracks. The 13-minute video «The Muscle Shoals Sound» was released by VBS.tv on September 10, on the same day as the Levi’s x Billy Reid collection, which arrived in selected stores across the USA.