“The Original 501® is a true icon and has been for almost 150 years. It’s a foundational piece in everyone’s closet, and the perfect blank canvas for individual style and self-expression. For this campaign, we proudly teamed up with seven trailblazers who are famous for pushing boundaries and living authentic lives fueled by creativity and originality. They embody the aspirational spirit that the Levi’s® 501® is famous for.”
– Karen Riley-Grant, Chief Marketing Office, Levi Strauss & Co.
In May of 1873, Levi Strauss & Co. was officially granted a patent for the copper rivets on their blue denim “waist overalls.” Though it wouldn’t acquire its famous lot number for another few years, the Levi’s® 501®, and the blueprint for the denim blue jean, was officially born.
What began as a piece of highly durable workwear, by the middle of the 20th century, would become one of the most iconic pieces of clothing ever made.
Since 1873, the Levi’s® 501® has never gone out of style. And it never will.
Next year, Levi’s® will kick off the 150th anniversary celebration of the Classic 501®. This global icon, behind it’s multiple iterations over its history, is seeing a new, slightly re-interpreted fit of the original 501® to coincide with our current cultural and stylistic moment.
Leading up to this is this year’s release: a pair that taps into the comfort so many are taking from the late-‘90s era, the Levi’s® 501® ‘90s Jean – a more relaxed fit through the seat and leg, looser and even a little slouchier, capturing just right amount of attitude to channel the perfect 90’s vibe.
In the celebration of the past, present and future of this globally beloved iconic – and to help launch its latest iteration, the 501® ‘90s – Levi’s® has partnered with seven visionaries whose stories perfectly embody the spirit of the Original 501®, and who each possess a unique perspective that embraces the change needed to inspire growth and personal evolution.
Featured in the campaign – and showing off the versatile style of the Original 501® and the 501® ‘90s – is hip-hop innovator, actor, and producer Kid Cudi; artist, designer, and cultural arbiter Tremaine Emory; sonic innovator and founding member of legendary Beastie Boys’ Mike D; fashion icon Nathan Westling; model, creative director, and style innovator Gia Seo; stylist, sartorial taste-maker, and first Black woman to style a Vogue magazine cover Gabriella Karefa-Johnson; and model, musician, and member of the punk band The Paranoyds, Staz Lindes.
The ‘501®: The Number That Changed Everything’ Campaign launches on February 1st.
Watch as these icons unbutton to reveal their own stories of the moments that changed everything:
ON KID CUDI:
501® Original in 54 Was My Number
Coit Boxy Cardigan in Romie Diamond Peach
Relaxed Red Tab LS Tee in White
ON TREMAINE:
501® Original in B&T Freeman
Levi’s® Vintage Clothing Bay Meadows Sweatshirt in Ecru Olive
ON STAZ:
501® ‘90s in Firestarter
Vintage 501® Original
Classic Fit Tee
ON GABRIELLA:
Plus 501® ‘90s in Drew Me In
Cobalt Tee in White + Cotton
Samara Shirt Dress in Bright White
Plus Ex-Boyfriend Trucker Jacket in Pick Holes
ON MIKE:
501® Original in Ska Ska
Wellthread Vintage Tee in Chamomile Seed
ON NATHAN:
Vintage 501® Original
ON GIA:
501® Original in Ska Ska
Levi’s® Logo Tee in Black
‘90s Trucker Jacket in Soft as Butter
Shelly Sweater Vest in Daisy Argyle Pineapple
Jadon Denim Shirt in Ecru Crew
“With denim, nostalgia can be a source of both comfort and style. Having that favorite worn-in pair of jeans from the past is what we aim to capture with the new 501® ‘90s jean – it taps into that vintage look & feel, but it’s been made fresh and modern for today. It’s inspired by the way people were wearing our 501s in the late ‘90s. A bit more relaxed, midrise, with just the right amount of bagginess in the leg – easy, effortless and cool.”
– Karyn Hillman, Chief Product Officer, Levi Strauss & Co.
The Levi’s® 501 Collection is available at Levi.com.ph, all Levi’s® boutique stores, and department store counters.