.png)
Levi's launches Let's Get Fuzzy with Gus, a claymation yeti calmed by a red sweater
Key Takeaways
Levi's launched its global holiday 2026 campaign, Let's Get Fuzzy, on 2 November, with sweaters at its centre.
The stop-motion claymation film stars Gus, a yeti-like Fuzzyeti who terrifies the people in a cabin until a red sweater calms him down.
Each second of the film took four hours to shoot, and it nods to the brand's 1995 Clayman commercial.
Sweaters including the Charlotte Crewneck Cardigan and Presidio Crew are available on Levi.com, in the Levi's app and in selected Levi's stores.
Levi's has launched Let's Get Fuzzy, a global holiday campaign that puts sweaters at the centre of the season and hands the selling job to Gus, a large claymation yeti with an unusually strong response to knitwear. The stop-motion film took four hours of filming for each second of animation and was made entirely by hand, which is a considerable amount of patience to spend on a creature whose main contribution to the plot is smashing through a wall. It arrived on 2nd November across retail, digital and social, and it draws directly on the brand's own history, since Levi's first turned to clay more than 30 years ago.
Levi's Let's Get Fuzzy turns Gus the Fuzzyeti from cabin intruder to welcome guest in four-hours-a-second claymation
The film is set in a rustic cabin on a snowy night, where a festive gathering is under way when a snarling yeti breaks through the wall and sets the children screaming. A red sweater then turns out to be exactly what he wanted, and the monster settles down into something closer to a house guest. Levi's has branded the creature a Fuzzyeti and named him Gus, although few monster stories end with quite so much emphasis on layering.
Artisans built the sets and characters by hand and recreated each outfit in miniature, down to a Red Tab sewn on with a beading needle and a magnifying glass. The tiny jeans have rivets made from pinheads, while the snow was made from marble dust and powdered sugar, so even the weather in this film was produced by hand. Kenny Mitchell, Levi's global chief marketing officer, called the work a "celebration of the craft and human creativity synonymous with the Levi's brand", which explains why a clothing company would go to the trouble of making replica denim for a cast of clay figures.
The range on show is wider than a single red sweater, with the women's edit taking in the Charlotte Crewneck Cardigan, Charlotte Pointelle Crewneck, Ava Quarter-Zip and the wool Frida Crewneck, while men's styles include the Presidio Crew, Woodacre Henley and Miles V-Neck. Those knits are shown with denim fits such as the 501 Loose, 578 Baggy, Ribcage and Loose Taper, alongside fleeces, flannels, thermals, Truckers, corduroys and hats. The sweaters are available on Levi.com, in the Levi's app and in selected Levi's stores, while the Levi's Tailor Shop is offering holiday customisation at selected locations worldwide, including personalised details and fuzzy embellishments for anyone who would like to dress a little more like Gus.
Comments