501® Jeans | The Number that Changed Everything with Novelist

A great shot of Novelist from our latest European Levi Strauss & Co. campaign. Novelist is a third-generation grime Donny from Lewisham, southeast London. The Grime prodigy debuted with the collective 'The Square' and then launched his solo music projects; even as a young g, he was a grime veteran. Novelist early 2000s inspired 'rude boy' attire always grabbed my attention; Nike tech tracksuit, long-chain, sovereigns rings, hightop with comb in hair remind me of early grime culture e.g. younger Nasty Crew, Boys in the Hood Crew and kids I grew up around. So he was the perfect protagonist to pull off the classic hip hop-inspired double denim/ Canadian Tuxedo matched with box-fresh AF1, styled with a blue bandana, toothpick and iced-out jewellery. Stabbed at 13, he turned his life around with the help of God and is now a certified role model for young kids in southeast London and beyond. He was a pleasure to work with.

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