A Global Study of Denim & Skate Culture Commissioned Project Overview This project explored global denim culture through the lens of contemporary youth movements. Levi’s commissioned me to research the identities, values, and lifestyles shaping denim culture across 12+ cities worldwide, with a focus on the skater communities in places like San Francisco and Los Angeles—a demographic that continues to define the brand’s cultural relevance and design direction. The Journey: Field Research & Visual Study Our research spanned key skate and creative capitals—Chicago, London, Tokyo, Saint Petersburg, and Paris, among others—each offering a distinct expression of denim and identity. Through in-depth interviews, photography, and embedded fieldwork, we captured how people wear denim, their styling attitudes, and how skaters around the world reinterpret Levi’s through local culture, craftsmanship, and movement. Culture Mapping We mapped the cultural ecosystems surrounding denim and skate communities—from DIY skate spots and independent workshops to underground art studios and music venues. These spaces revealed denim’s evolving role—not only as functional workwear but as a symbol of authenticity, resilience, and self-expression. Visual Inspiration Hundreds of original portraits, street photographs, and short documentary clips were created to visualize the intersection of denim, movement, and youth culture. The imagery provided Levi’s design and marketing teams with direct cultural references for seasonal collections and campaign storytelling. Impact & Outcome The findings informed Levi’s global creative strategy, inspiring both product and narrative directions for upcoming lines. The material was later featured in internal brand culture decks, campaign development sessions, and creative toolkits shared across Levi’s regional teams in San Francisco, London, and Tokyo.