Everyone says Shai Gilgeous-Alexander never wears the same piece twice, but his own take is a bit different. "It's not about never repeating pieces, it's about never repeating the same combination twice." That's how he broke down his own tunnel fit logic in an interview with Hypebeast — individual pieces can reappear, but the way they're put together never does. It's a statement that lands closer to the truth than the public's image of him having an endlessly rotating wardrobe, and it's exactly why Levi's tapped him for its FW26 campaign: the brand isn't betting on the size of his closet, but on his instinct for remixing basics.
This season's FW26 theme is called "Keep it Loose," built around the brand's concept of "Loose Prep" — using relaxed silhouettes and self-defined proportions to push back against the rigid rules of traditional dress codes. Gilgeous-Alexander's looks are anchored by two wide-leg denim styles, the 501® Loose and the Baggy Barrel, layered with an MA-1 bomber jacket and the Authentic PO Hoodie. The entire campaign was shot on film by director Mel Bles, with a visual tone deliberately leaning into his signature effortlessness rather than a staged, styled-up cool-guy vibe.
His attitude toward denim is straightforward: "The 501 Loose can pretty much go with anything. It gives me a great foundation, and then it's just about adding pieces that feel like me." For him, whether an outfit "works" isn't a matter of calculated visuals but purely a physical sense — if it feels natural on, it's right. He describes himself as someone who "doesn't overthink it." That same unfussy, undesigned approach extends to how he views trends: "I don't really chase trends, I just wear what feels right to me. Good denim is timeless — you can wear it however you want."
In the interview, he also touched on growing up between Toronto and Hamilton, saying that upbringing exposed him to a wide range of cultures and style vocabularies, which now form the foundation of his mix-and-match approach to dressing. He describes his creative process as "pulling something from an old photo, a vintage piece, or a song, and turning it into my own version," rather than locking into a specific era or subculture to replicate. He frames the discipline demanded by basketball and the freedom offered by fashion as two complementary forces — one keeps him grounded, the other lets him express himself.
The Levi's Fall/Winter 2026 "Keep it Loose" collection, with Gilgeous-Alexander involved in product selection and styling, will roll out simultaneously at Levi's global flagship stores and online. Specific release dates and pricing have yet to be announced.
