LEVI’S 501 celebrates 150-year milestone in the industry

LEVI’S® 501®S HAVE BEEN DISRUPTING THE STATUS QUO SINCE THEIR INVENTION. No other denim brand nor style has created such an indelible impression on our daily lives, youth culture and the fashion industry at large. Levi Strauss’s claim to fame was quite incidental, starting out as a workwear brand before evolving into the global fashion brand it is today. 2023 marks the 150th anniversary of Levi’s® 501® Jeans. An achievement few in the fashion industry can claim. To celebrate this incredible milestone, Levi’s® will be hosting a year-long celebration starting with the launch of their global campaign ‘The Greatest Story Ever Worn’. A select group of filmmakers were commissioned to tell the story of individuals and their personal experiences wearing 501®s. Jeans are a universal staple that transcends cultural and class barriers. From workers and farmers to supermodels and skateboarders, it’s safe to say that they’re intricately woven into our everyday experiences.

Nothing is more versatile than a pair of jeans, or more comfortable. As a Fashion Director, I own several pairs of jeans and the 501® silhouette has set the benchmark for other brands to emulate. The ease of transitioning your look from day to night with simple subtractions and additions has made these my go-to item. Not only for its flattering fit but also for the durability of the denim.

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For a work wear look, pair your 501®s with a classic white shirt, blazer and heels, and for a night out look swap your shirt and blazer for a fitted crop top or bodysuit and leather jacket. Add extra accessories and you’re ready to go. The 501® silhouette has stood the test of time and, as such, they have been reproduced every year with minimal updates. 501® ‘81 Jeans still embody everything good about the originals created in the ‘80s, but with a modern, updated fit. If you’re looking for something with a high rise, look no further —these are some of the most high-waisted 501® jeans Levi’s® has ever created. The brand has become a market leader in ensuring its products are manufactured in a sustainable manner. Their commitment to producing quality products, as well as minimising their impact on our environment, has enabled them to launch game-changing initiatives and expanded collections without harming the planet. One such initiative is the Water>Less manufacturing technique, which they established in 2011. This allowed them to produce the same amount of jeans while using significantly less water in the process. As a result, they have saved more than three billion litres of water (and recycled another five billion litres). This year is a landmark one for the 501®s and an exciting opportunity to celebrate the past while embracing the future!