Levi's® 501®: The number that changed everything

Next year, Levi’s® will celebrate the 150th anniversary of its most global and charismatic icon; the one that has stood the test of time. With its button closure and straight fit, the 501® jean has been reinvented from the 501® Original to fit the culture and trends of the day. This year, we take inspiration from the nineties and introduce the 501® ’90s jean for women. With a more relaxed fit, this new version of the 501® perfectly captures the novelty looser style of that era.

To celebrate the past, present and future of this global icon, and to present its latest reinterpretation, the 501® ’90s Levi’s® brings together seven talents whose stories fit perfectly with the spirit of the 501® Original and offer a unique perspective on personal growth and evolution. The campaign features: rapper, actor and producer Kid Cudi; artist, designer and cultural critic Tremaine Emory; musician and founding member of the legendary Beastie Boys, Mike D; fashion icon Nathan Westling; model, creative director Gia Seo; stylist, trendsetter and first black woman to style a Vogue cover Gabriella Karefa-Johnson; model, artist and member of punk band The Paranoyds, Staz Lindes.

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“The 501® Original jean has been a true icon for the past 150 years. It’s a staple in every person’s wardrobe and a key element on which to build personal style. For this campaign, we are proud to collaborate with seven visionaries known for challenging the norms and living their lives authentically with creativity and originality. They represent all the aspirational spirit of the famous Levi’s® 501®.” says Karen Riley-Grant, Chief Marketing Office of Levi Strauss & Co.

In May 1873, Levi Strauss & Co. officially patented copper rivets on its denim overalls. Shortly thereafter, the Levi’s® 501® jean acquired the well-known batch number and the legend was born. What started out as a very durable workwear garment became an iconic garment in the mid-twentieth century.

The 501® jean represents youthful rebellion, casual style and a blank canvas for self-expression. But, above all, it has been a revolution that has changed the way we dress. We have understood that a single item can be the hallmark of a person’s identity. Whether customised, slimmer, slimmer, more worn, baggy or otherwise, the Levi’s® 501® transcends all trends and manages to maintain its presence across generations.

“Comfort and style are nostalgic elements when we think of our jeans. That everyone has their favourite jeans is what we’re aiming to achieve with the new 501® ’90s jean for women. It has a vintage look, but made today, and inspired by how people wore our 501® jeans in the late nineties. A little more relaxed, high-waisted, with the perfect amount of leg room and a very cool style,” says Karyn Hillman, Chief Product Officer at Levi’s Strauss & Co.