AM-FM x Levi’s







Levi’s x AM–FM Equipment — “Black & Blue” Custom Denim Project

Brand Strategy · Creative Direction · Design · Production · Marketing

While serving as Creative Director of AM–FM Equipment, I partnered with Levi’s on a special project built around a single challenge — reimagining a pallet of Levi’s Trucker Jackets and 501 jeans into a cohesive creative statement.

After extensive experimentation with dye houses, printers, and decorators, I decided to take a DIY approach inspired by the early-2000s era of all-over logo treatments — an aesthetic popularized by brands like MCM, FUBU, Tommy Hilfiger, Moschino, and Evisu, now enjoying a modern resurgence.

Because we were working with pre-constructed garments rather than printed fabric rolls, we developed a painstaking hand-application process using a laser-cut sponge applicator to imprint the repeat pattern directly onto finished denim. The results were perfectly imperfect — a tactile nod to the customization culture we grew up with.

Each “Black & Blue” set was hand–airbrushed and sponged in-house, taking over an hour per piece to complete. The edition was released exclusively through Dover Street Market NY and our online store, with the light blue variant serving as the general release. As featured here in our editorial campaign with Freddie Gibbs, the capsule became a collector’s piece celebrating the intersection of heritage craft and street-level creativity.

Collaborators: Levi’s
Models: Freddie Gibbs, Aariona Chalom Johnson & Allan Stoops

Roles & Contributions:
• Brand and Creative Strategy
• Design and Art Direction
• Experimental Production Development
• Marketing and Retail Strategy