The first democratic elections came to South Africa in the 90s.
And with it the first democratic jeans.
You could choose your style and shape like Loose or Relaxed helped by visual campaigns that cut through the barriers in a country with twelve official languages.
Africa became the only region in the world in the late 90s where Levi's Strauss gained market share.
The work went on to collect Cannes Lions, One Show pencils and medals at the Art Director's Club of NY.