Robin Backgren

About me

Make Space for the Human Race

Client — Levi’s is one of the world’s most iconic denim brands, known for shaping culture through style and self-expression. As fashion shifts toward looser fits and new ideas around comfort and wellbeing, Levi’s has an opportunity to rethink how jeans fit modern life.
Problem — Studies show that male fertility has declined significantly over recent decades, while fashion trends have moved in the opposite direction. Toward tighter and more restrictive clothing. Skinny jeans became a cultural norm despite growing conversations around comfort and body awareness. The challenge was how Levi’s could enter this sensitive conversation in a way that felt authentic to the brand.

Idea — Instead of launching a new collection, Levi’s transformed the jeans people already owned. Make Space for the Human Race invited customers to send in their skinny Levi’s to be remade into baggier fits for free. By turning tailoring into a cultural statement, Levi’s used humour and participation to spark conversation around comfort, masculinity and giving future generations a little more space.

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