To mark the 149th anniversary of the 501® this month, Levi’s® has launched its brand new 501®: The Number That Changed Everything campaign, a stylish visual rollout that looks at the unparalleled and illustrious history of the jean’s silhouette.
One of the brand’s groundbreaking moments came in 1873 when Levi Strauss & Co. was officially granted a patent for the copper rivets on its blue denim overall. Though it wouldn’t acquire its famous lot number until a few years later, foundations for the 501®’s global takeover—and the blueprint for future denim—were officially set. 149 years later, what began as a piece of highly durable workwear has now become a style staple for millions around the world.
A true testament to timelessness, today, the 501® surpasses trends, proving that genuine and authentic craftsmanship never really goes out of style.
Now, to celebrate the past, present and future of the label’s signature archetype, Levi’s® has linked up with five creatives who epitomise the distinctive spirit of the 501® and highlight the versatile style and longevity of the silhouette through the 501® Original and the 501® ‘90s Jeans and Shorts.
The campaign itself features a diverse range of creatives who embrace the seasonal offering in a wholly unique way. Leading the visuals is Shy One, a London-based DJ who began life on pirate radio, and music producer Jarreau Vandal—who can be seen rocking various pieces, including matching denim sets, crochet headwear and shirting—alongside beauty influencer and model Kicki Yang Zhang, Swedish musician Fricky, and the UK MC Novelist.
Accompanying the imagery is a series of intimate conversations, which offer a unique perspective into the personal growth and evolution of each distinctive talent.
In addition to the campaign launch, Levi’s® will also be unleashing new interpretations of its well-crafted denim. Honing in on a contemporary ‘90s aesthetic, standouts include the Levi’s® 501® ‘90s Jeans for women and a pair of vintage-inspired shorts, which are guaranteed to keep you looking fire in the summer heat.
For more information about the new Levi’s® 501® campaign and collection, head to levi.com.
