It’s always a bit surreal hearing Lewis Capaldi talk about Whitburn on global platforms — especially for those of us who went to school there (myself included) or grew up nearby. He recently went viral (as he often does) after appearing on US comedian Theo Von’s globally streamed podcast, dropping references to Livingston, Falkirk and Whitburn — and in the process, gently undercutting the romanticised version of Scotland that so many Americans are enamoured with. No castles, lochs or Highland cows — just a raw, funny glimpse into the kind of working-class life that actually shapes people. The chaos, the “young teams”, the dry patter, and the pride of making something of yourself in a place that is mostly overlooked.
That same instinct — to show something unfiltered, grounded, and to be proud of your roots — is exactly what makes Capaldi the right fit for HEYDUDE Country, the new global campaign from casual footwear brand HEYDUDE. Following his emotional Glastonbury comeback and the release of his chart-topping single Survive, he’s been named the face of what the brand calls its boldest campaign to date. Known for its comfort-first ethos and loyal Gen Z following, HEYDUDE is betting big on authenticity — and it’s clear why they chose him.
In the campaign’s short film, Capaldi returns to Whitburn and reflects on how the town shaped him — creatively, emotionally, and personally.
“Whitburn, East Whitburn… it’s just like a sort of normal town in Scotland. It’s kind of unremarkable. I think in some ways that’s why it’s so incredible. There’s beauty in the mundanity. It makes you look for really special things in otherwise sort of bleak places.”
There’s something disarmingly sincere about it all — and intentionally so. HEYDUDE says their campaign isn’t about selling shoes through hype or polish. It’s about mindset. HEYDUDE Country is pitched as a “headspace” — a place of comfort, ease, and unapologetic self-expression. And Capaldi, with his no-filter humour, honesty about mental health, and refusal to iron out his accent for the sake of palatability, is the perfect embodiment of that.
“It’s been great to partner up with HEYDUDE who are all about feeling right in yourself,” Capaldi says. “Making music is something that brings me a lot of comfort. You have to make music for you — and then you hope people find some of themselves in it.”
This isn’t just a brand looking to bank on a famous face. The campaign feels unusually personal. In a cultural landscape where Scottish talent often gets polished within an inch of recognisability, it’s refreshing to see someone like Capaldi fronting a global fashion campaign — and still sounding entirely like himself.
“Lewis is the perfect fit for HEYDUDE Country,” says Michael Anthes, SVP and General Manager for HEYDUDE International. “He’s authentic, effortlessly relatable, and lives the comfort-first lifestyle we celebrate.”
The campaign, which is set to roll out across Europe, will include brand activations, pop-ups, and creative community moments — with an official launch event due to take place in Glasgow. It’s a natural next step for a brand looking to expand beyond the US, and for Capaldi, it’s another chapter in what feels like a more grounded, self-assured return to public life.
HEYDUDE is quickly becoming a go-to footwear brand for everything from casual moments and travel, to music festivals and post-activity wear. Designed to look effortless, blending style and function, the Wally Stretch Sox – the style worn by Lewis in the thought-provoking short film – is part of HEYDUDE’s iconic Wally and Wendy franchise that creates comfort and lightness, and seamlessly fits into everyday creative.
With a sold-out tour ahead and a new era of music on the horizon, we’re looking forward to seeing what’s next for Lewis.
For more information visit our website HEYDUDE.co.uk, or follow along for more HEYDUDE country news and events on Instagram at @heydude_europe or TikTok on @heydude.uk.