We are original

For over a century, across borders, cultures, styles and trends, real people have been creating real stories in their Levi’s®.

This year Levi’s® invites you to join the global We Are Original community by sharing your original Levi’s® style and story. To launch this, Levi’s® hosted an open casting to capture Joburg’s Levi’s® unique style. With photography by creative collective ISEEADIFFERENTYOU, the result was truly spectacular.

Go to ‘In Studio’ to see the result.

Join our community yourself by sharing your style and story via social and using #WeAreOriginal and #LiveInLevis.

I see a different you | We Are Original Photographers

Homegrown storytellers from Soweto, ‘ISEEADIFFERENTYOU’ are on a mission to showcase the true beauty and originality that is Africa through photography.

Known throughout the country for their own original style, Justice, Innocent and Vuyo are passionate about denim and capturing other people’s personalities through the lens of their photography.


MAITELE WAWE | My Jeans | My Story

As the founder of the post-street style fashion crew ‘Fashion Rebels’, Maitele is no foreigner to expressing himself through style.

Having created ‘The Social Market’, a monthly market in Pretoria, that celebrates art, fashion, music and food, Maitele has made sharing his style part of his story.

For Maitlele, nothing beats a 501® for its ability to be customised, tailored or worn in anyway that best suits you.

TWIGGY MOLI | My Jeans | My Story

As founder of leading fashion and lifestyle blog ‘Sleepless In Soweto’, Twiggy knows a thing or two about style and storytelling.

Part of the new generation of South Africa’s bloggers, she’s has made a career of sharing her story and style to her followers around the country.

Twiggy loves the diversity of denim as it lets her express whatever style she feels on the day – be it simple, comfortable or a little bit edgy.


Born with a love for fashion and style, its no wonder Siya became the founder of the leading men’s fashion blog ‘The Threaded Man’.

Through his love for self-expression through fashion, Siya created an award-winning platform that has become the go-to style portal for the modern, African man.

An long term fan of Levi’s®, Siya’s been wearing the brand for years, loving how they make him feel confident and ready to take on the day.