On a scorching summer day, a dusty road stretches endlessly through the middle of nowhere. A gleaming Harley Davidson roars into view, ridden by what appears to be the coolest guy alive. He pulls up to a solitary kiosk standing isolated in front of a vast field, where a handful of sweaty locals sit with beer cans and playing cards. When the rider dismounts, we discover he is completely naked from the waist down—save for his cowboy boots. The locals watch suspiciously as this half-naked stranger moves through their space. Tension builds as if a classic showdown is imminent, but the stranger dispels their concerns: he's not here for trouble. He simply buys a lollipop at the counter, returns to his motorcycle, and pulls his helmet back on. As his denim jacket rides up, a close-up shot reveals the defining detail: the LEVI'S patch on his bare skin. SO LIGHT, THEY'RE BARELY THERE. LEVI'S LIGHTWEIGHT DENIM.