Shai Gilgeous-Alexander Fronts Levi's FW26 Campaign and Speaks on His Unfiltered Approach To Style

Summary

Levi’s has enlisted reigning NBA MVP Shai Gilgeous-Alexander to front its Fall/Winter 2026 Keep it Loose campaign

In an exclusive interview with Hypebeast, Gilgeous-Alexander breaks down his rule-breaking tunnel fits, his Canadian roots, and how he styled the collection

The NBA superstar builds his campaign looks around foundational denim pieces including the 501 Loose and Baggy Barrel paired with relaxed outerwear

Levi’s has officially unveiled its Fall/Winter 2026 campaign titled “Keep it Loose,” placing reigning NBA MVP and style icon Shai Gilgeous-Alexander front and center. Centered around the brand’s “Loose Prep” ethos, the campaign challenges rigid dress codes by offering relaxed silhouettes, self-styled proportions, and an effortless approach to traditional wardrobe staples.

Given total creative freedom to style himself for the campaign, Gilgeous-Alexander built his outfits around wide-leg denim cuts like the 501® Loose and Baggy Barrel, pairing them with the MA-1 Bomber jacket and Authentic PO Hoodie. Shot on film by director Mel Bles, the campaign centers around capturing the superstar’s nonchalant approach to personal style.

In an exclusive interview with Hypebeast, Gilgeous-Alexander opened up about his creative process both on and off the court. Speaking on his famous NBA tunnel walk outfits, the Oklahoma City guard shared that his style is entirely instinctual: “It’s less about never repeating and more about never putting together the exact same outfit… With clothes, there aren’t really any rules. I get to experiment, trust my instincts, and have fun with it.” He also reflected on his Canadian upbringing in Toronto and Hamilton, noting how growing up exposed to diverse cultures continues to shape his global fashion vocabulary without adhering to fleeting trends.

Hypebeast: You’ve famously committed to never repeating an outfit making the NBA tunnel walk a legitimate fashion runway. How do you sustain that level of constant creativity, and what does fashion provide you as a creative outlet away from the pressures of the court?

Shai Gilgeous-Alexander: It’s less about never repeating and more about never putting together the exact same outfit. I like mixing things up and finding new ways to style the same pieces. That’s where the creativity is for me. With clothes, there aren’t really any rules. I get to experiment, trust my instincts, and have fun with it. It’s another creative outlet where I can tell a story without saying anything.

The new Levi’s Keep it Loose campaign is all about reimagining rigid prep codes and ignoring traditional style rules. Are there any elements from the campaign that carry over into your everyday styling?

The campaign felt natural because it matched how I already dress. I’ve never been someone who follows style rules, I just wear what feels right to me. A lot of it carries over into my everyday style. Loose fits, good denim, and mixing pieces in different ways. It’s about making it your own.

Over the last few seasons—especially during the playoffs—we’ve seen the Levi’s 501® Loose become a foundational staple for you, whether you’re pairing them with statement outerwear or casual everyday pieces. What is the defining element or feeling that tells you the outfit is completely dialed in?

For me, it’s all about how it feels. If I put something on and it feels natural, then I know it’s right. I don’t really overthink it. The 501 Loose is one of those pieces that works with almost anything, so it gives me a good foundation. From there, it’s just about adding pieces that feel like me.

You are currently balancing the intense demands of being at the absolute top of the NBA with being a Global Brand Ambassador for a heritage brand like Levi’s alongside other creative projects. How do the discipline of professional basketball and the absolute freedom of fashion feed into and influence one another for you?

Basketball is all about discipline and consistency. Fashion gives me a chance to be creative. One keeps me grounded, the other lets me express myself. Having both gives me a good balance.

Your aesthetic feels highly instinctual, often pulling from unexpected references rather than obvious fashion tropes. Where are you drawing your visual vocabulary from these days? Are there specific eras, subcultures, or even figures outside the traditional fashion sphere that shape how you build a look?

I don’t really look at one thing. Inspiration can come from anywhere, older photos, vintage pieces, or music. I try not to force it. If something catches my eye, I take a little bit from it and make it my own.

What is your relationship with trends—do you actually pay attention to them, or do you view yourself more as a trendsetter who operates on your own wavelength? Is there a specific trend right now that you absolutely despise, and on the flip side, what is one element of style that you consider completely timeless?

I don’t really follow trends. I just wear what feels right to me. I don’t really think about trends I don’t like. Good denim is timeless, you can wear it however you want.

You’re not just dominating the global stage in basketball, but you’re undeniably one of the most stylish Canadian men to ever come out of the country. How much pride do you take in representing Canada and putting the culture on the map in the fashion world? Does the energy of Toronto/Hamilton and your upbringing still influence how you put a fit together?

Being from Canada is something I’m really proud of. Growing up there, you’re exposed to so many different cultures, styles, and influences. I think that naturally shapes how you see the world and how you express yourself. For me, it’s always been about taking inspiration from different places and making it my own. Whether it’s basketball, fashion, or anything else, I’ll always represent where I’m from. It’s cool to see Canadian culture getting more recognition around the world, and I’m proud to be a part of that.

The Levi’s Fall/Winter 2026 “Keep it Loose” collection featuring Shai Gilgeous-Alexander’s curated edits rolls out globally across Levi’s flagship store locations and online.