Silver Jeans, a Canadian denim brand with a history spanning over a century, is taking bold steps to modernize and attract a new generation of consumers. With the resurgence of denim fashion in a highly competitive market, the brand is strategically positioning itself to capture the attention of Gen Z while staying true to its heritage of craftsmanship and quality.
Under the leadership of Suzanne Silverstein, CEO of Silver Jeans, and Amy Pascal, CMO of Silver Jeans, the company is launching its first-ever national campaign featuring Levi Dylan—grandson of Bob Dylan and son of Jakob Dylan. This campaign, crafted in collaboration with legendary creative director David Lipman (known for campaigns for Burberry, David Yurman, and La Mer), tells a raw, rock-and-roll-infused story that resonates with consumers who live and breathe in their jeans.
“We want people to see these images and say, ‘I want those jeans,’” said Lipman.
The campaign, titled Spring 2025, features notable talent such as James Turlington (nephew of Christy Turlington), plus-size supermodel Tara Lynn, Frida Aasen, and Lameka Fox. This fresh, star-studded approach aims to position Silver Jeans as a modern, trend-forward brand while celebrating its 100+ years of denim expertise.
The Legacy and Evolution of Silver Jeans
Founded as part of Western Glove Works in Winnipeg, Manitoba, Silver Jeans has long been known for its durable, well-fitting jeans. While the brand has always focused on quality and craftsmanship, it is now broadening its offering to appeal to younger consumers.
“Our Canadian values of craftsmanship and quality remain core to who we are,” said Silverstein. “We’ve been making denim for over 100 years, and our expertise allows us to produce premium-quality denim at accessible prices.”
The brand is focusing on diversification with new product categories, including wide-leg, barrel-leg, and low-loose jeans, along with core staples such as black and white denim. “Our black denim launched in Fall 2024, and white denim is rolling out now,” noted Silverstein. “These are areas we’ve never been in before, but we see tremendous potential.”
A Stronger Presence in the U.S.
While Silver Jeans enjoys strong brand recognition in Canada, the U.S. market presents significant growth opportunities. Currently, half of Silver Jeans’ business comes from the U.S., and the company is executing a branding strategy to solidify its presence south of the border.
“We started by defining our DNA and voice internally before amplifying our story through marketing,” explained Pascal. “We needed to ensure that our U.S. customers understand what makes Silver Jeans special.”
The strategy has already yielded results, with an increase in engagement across Silver Jeans’ social media channels and e-commerce platform. The brand has been actively engaging with influencers and media, hosting events in New York, Toronto, and Montreal to build buzz and create long-term relationships within the fashion space.
Targeting Gen Z with Digital and Influencer Marketing
Understanding the importance of digital engagement, Silver Jeans has made significant investments in TikTok and Instagram to connect with Gen Z shoppers.
“TikTok is the new TV,” said Pascal. “Young consumers don’t just watch—it’s their primary source of entertainment, shopping discovery, and brand interaction. We’ve leaned into this space with a strategy focused on branded content, styling advice, and influencer collaborations.”
Silver Jeans has significantly grown its TikTok presence, increasing its audience by several hundred-fold. Through strategic partnerships with over 100 influencers, the brand has been able to create authentic, engaging content that resonates with younger consumers. These collaborations include styling videos, behind-the-scenes denim craftsmanship stories, and live shopping events.
“In-person activations help us create a deeper connection with our audience,” said Pascal. “We recently hosted a launch event in New York and plan to do the same in Toronto and Montreal.”
Expanding the E-Commerce and Wholesale Business
E-commerce remains a crucial growth avenue for Silver Jeans, which relaunched its website in early 2024 to enhance the shopping experience.
“Our online business is growing at 25% year-over-year, thanks to a more intuitive user experience, better product discovery, and enhanced styling guides,” explained Silverstein. “We are also launching a loyalty program to reward our longtime customers and encourage repeat purchases.”
Beyond direct-to-consumer sales, wholesale partnerships remain essential. Silver Jeans is available at major retailers such as Marks in Canada and various department stores in the U.S., allowing consumers to experience the brand in-store.
Limited-Edition Capsule Collection
To coincide with the Spring 2025 campaign, Silver Jeans is launching a limited-edition capsule collection featuring studded vests and denim jackets. These exclusive pieces showcase the artistry of denim craftsmanship and will be available in limited quantities.
“The capsule collection is about pushing boundaries while maintaining affordability,” said Silverstein. “These exclusive designs will be priced slightly higher than our regular offerings but remain accessible to our customers.”
Levi Dylan and the New Campaign: A Perfect Fit
The decision to feature Levi Dylan as the face of the Spring 2025 campaign aligns perfectly with the brand’s mission.
“Levi embodies everything that Silver Jeans stands for—authenticity, individuality, and effortless style,” said Pascal. “His rock-and-roll DNA makes him the perfect ambassador for a brand that champions self-expression through denim.”
The campaign will be a multi-channel initiative, spanning connected TV (CTV), online video ads (YouTube), and paid social media (TikTok & Instagram).
Looking Ahead: Silver Jeans’ Vision for the Future
With its momentum building, Silver Jeans has a clear roadmap for the next five years.
“Product will always be at the heart of what we do,” said Silverstein. “We’ll continue to evolve our offering, making sure we balance core styles with the latest trends.”
Marketing will also play a larger role in driving awareness, with plans to launch collaborations with artists, additional influencer partnerships, and expanded retail distribution.
A Commitment to Giving Back
Beyond fashion, Silver Jeans is also preparing to launch a charitable initiative in 2026. While details have yet to be fully unveiled, the program will align with the company’s values and give back to communities in meaningful ways.
“We believe in doing more than just making great jeans,” said Silverstein. “We’re dedicated to creating a positive impact, and our upcoming charitable partnership will reflect that commitment.”
