About our Work

In 2017, McGregor was commissioned to envision the first Levi’s fragrance line — a design exercise in translating an American icon into scent form. The resulting concepts capture the essence of Levi’s: honest, tactile, and enduring. Drawing from the brand’s denim DNA, McGregor incorporated its most recognizable signatures — the leather patch, red tab, copper hardware, and stitched arcuate — reinterpreting them through the lens of modern industrial design. Each bottle feels both heritage-rich and contemporary, a study in material authenticity and minimal detailing. With glass forms inspired by apothecary vessels and finishes recalling worn metal and sun-faded denim, the fragrances for him and her embody Levi’s timeless balance of craftsmanship, utility, and effortless style.