To mark the 149th anniversary of the 501® this month, Levi’s® launched its all-new 501®: the number that changed everything campaign, a stylish visual deployment that delves into the unrivaled and illustrious history of the jean silhouette.
One of that of the brand groundbreaking moments came in 1873 when Levi Strauss & Co. was officially granted a patent for the copper rivets of its blue denim suit. Although it didn’t acquire its famous batch number until a few years later, the foundations for the global takeover of 501® – and the blueprint for future denim – were officially laid. 149 years later, what started as heavy-duty workwear has become a staple for millions around the world.
A true testament to timelessness, today the 501® bucks trends, proving that genuine, genuine craftsmanship never really goes out of fashion.
Now, to celebrate the past, present and future of the brand’s signature archetype, Levi’s® has teamed up with five creatives who embody the distinctive spirit of 501® and showcase the silhouette’s versatile style and longevity through the 501® Original and 501® ’90s Jeans and Shorts.
The campaign itself showcases a diverse range of creatives embracing the seasonal offering in a very unique way. Leading the visuals are Shy One, a London-based DJ who started life on pirate radio, and music producer Jarreau Vandal, who can be seen rocking various pieces, including matching denim ensembles, crochet headwear and shirts, alongside a beauty influencer and model Kicki Yang Zhang, Swedish musician Fricky and British novelist MC.
The images are accompanied by a series of intimate conversations, which offer a unique perspective on the personal growth and evolution of each distinctive talent.
In addition to launching the campaign, Levi’s® will also unveil new interpretations of its well-worked denim. Drawing on a contemporary ’90s aesthetic, standouts include Levi’s® 501® ’90s jeans for women and a pair of vintage-inspired shorts, which are guaranteed to keep you looking great in the summer heat.
For more information about the Levi’s® brand, products and stores, visit levi.com.
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