Singapore – Apparel brand Levi’s is teaming up with global music platform 88rising to launch the concert series ‘Road to Future Asian Music’ (FAM). Spanning four cities, the concert series features emerging artists in Southeast Asia as Levi’s debuts its ‘Sping/Summer 2025’ collection.
Styling featured artists in new summer outfits for the concert series, Levi’s and 88rising aims to empower creative voices through style and self-expression.
The ‘Road to FAM’ concert series will embark on a tour across Southeast Asia, including Singapore, Kuala Lumpur, Jakarta, and Manila. It aims to build anticipation for the upcoming FAM Bangkok Festival.
The tour is set to feature FARIZ JABBA (Singapore), Zack Tabudlo (Philippines), ZAMAERA (Malaysia), and RAMENGVRL (Indonesia). They will also be featured in a mini-docu series, set to be released on Levi’s and 88rising’s channels.
The concert series coincides with the anniversary of the iconic ‘501 jeans,’ reflecting Levi’s 150-year connection to music and self-expression.
‘Road to FAM’ kicked off in the Philippines on May 14 and in Singapore on May 16. The Malaysia and Indonesia leg of the tour will be held on May 21 and 25, respectively.
Meanwhile, Levi’s is unveiling its ‘Summer Lifestyle Collection,’ bringing back baggy jorts with a modern fit.
Kenny Mitchell, chief marketing officer at Levi’s, said, “For 150 years, Levi’s and the 501 have been part of music and cultural movements around the world. Road to FAM continues that legacy by helping spotlight Asia’s next generation of creative pioneers. These artists are pushing boundaries and creating something entirely their own.”
“All I am is a Singapore boy from the flats of Queenstown and the Eastside… I’m truly honoured to have a chance to echo the sound of our little city through the Road to FAM series, performing alongside other key artists across Asia in the city of Bangkok, June 2025. We outside!” FARIZ JABBA commented.