Wearing a jean jacket with a pair of jeans is quintessential Canadian fashion. It’s only fitting then that retired professional cyclist Christian Meier is the face of a new ad campaign in Spain. The Girona-based business owner has partnered with Levi’s Spain to showcase a line of performance denimwear from the American clothing company.

Meier grew up in New Brunswick before launching a lengthy professional cycling career that concluded in 2016. Girona has become home for Meier and his wife where they own and operate La Fabrica Girona, Espresso Mafia and The Service Course.

In the ad for Levi’s, Meier is filmed in his adopted home of Girona riding around the Old Town on a Speedvagen commuter and going about his day-to-day business. He makes a stop at Espresso Mafia where he roasts beans and is seen on a road ride. Meier is even seen spinning indoors, something we thought he would have surely given up at the end of his pro career.

Of course, throughout Meier is sporting a sharp denim look as he speaks about his life in Girona in Spanish.

Meier isn’t the only Canadian doing his part to bring denim fashion to the masses. Geoff Kabush sported a skinsuit for Dirty Kanza that was inspired by a denim and a white tank top. To make the look even better, the vest he had made was fashioned in the likeness of a denim jacket.

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