While trends come and go, the Levi’s 501 is a sure-fire staple for so many, and has been for 148 years. Originating in San Francisco as workwear throughout the 19th century gold rush, the 501 is now worn by everyone from Presidents, to movie stars, to your favourite influencers and musicians. Commemorating the silhouette’s birthday this year, Levi’s partnered with a number of celebrities – Hailey Bieber, Emma Chamberlain, Jaden Smith and Marcus Rashford MBE to name but a few – to highlight their stories and personal style choices. Levi’s also interweaved important messaging on sustainability throughout the campaign, specifically focusing on the 501 being built to last, going against the grain of what is today’s disposable world.
Emma Chamberlain declared her love for vintage denim, saying she’s constantly buying “any pair that speaks to me – and trust me, they do speak to you”, “I will see a pair of vintage Levis from across the store and I will hear them say we’re meant to be together”. Multi-hyphenated popstar, rapper, entrepreneur, activist Jaden Smith spoke on how easy it is to customise denim and using the 501 as a canvas.
The birthday is marked with the release of two special 501 collections: the Levi’s Originals campaign offers a range of 501 jeans and jean shorts, while the Vintage Clothing 1955 “Japan” 501 is a classic take on Japanese selvedge denim with all tags and branding printed in Japanese. Both collections are available now on the Levi’s site.
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