Wild West: Levi’s explores its heritage

25.11.2010 Levi's : Pendleton : Vice Magazine

New York – Denim brand Levi’s has been delving into the era when it started, the 1850s, to inspire a new line, Workwear by Pendleton.

Together with Vice magazine and VBS.TV, Levi’s visited a group of Navajo cowboys from the Triple B Association, a bronco and bull-riding league comprising members of the Native American community in the south-west.

They followed several of the Association’s toughest and up-and-coming riders across New Mexico, Arizona, Utah and Colorado to get a glimpse of their lifestyle, from training to competing in rodeos.

Ace Hotel in New York is now showcasing selected images from the trip, by photographer Brad Bunyea.

A documentary, ‘Bares, Broncs and Bulls, Ranching and Riding in the Desert of the Southwest with the Hardest Working Navajo Kids Around’ is shown on VBS.TV.

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