Levi’s celebrates 148 years of jeans on Day 501 – Sourcing Journal
Levi’s week-long 501 Days celebration climaxes Thursday, with live performances and poignant conversations from a star-studded cast of brand ambassadors and special products.
Every year on May 20, the heritage denim brand pays homage to the history of the iconic cut, its original style that dates back 148 years, when dry goods salesman Levi Strauss and a tailor named Jacob David were granted a patent. to put rivets on the pants to reinforce them for mining work. The jeans, which feature a loose, straight fit, have since served as the inspiration for all other jeans and have even been the subject of a documentary that debuted in 2016.
To celebrate this year, Levi’s brought in seven “original voices,” including professional tennis player Naomi Osaka, model and media personality Hailey Bieber, YouTube star Emma Chamberlain, actor and model Barbie Ferreira, actor and rapper Jaden Smith, professional footballer Marcus Rashford, and professional basketball player Shai Gilgeous-Alexander.
Thursday’s event includes a cafe chat on YouTube with Chamberlain and Bieber, followed by live performances by Kehlani, Eric Nam, Joyce Wrice and Duckwrth, and ends with a chat with the Clubhouse’s Culture Club with Smith, Osaka, Chamberlain, Gilgeous-Alexander and Ferreira, as well as with surprise guests.
The day also features limited edition drops, including collectible collectible cards and special variations of the 501 fit specifically designed for denim heads. Levi’s introduced their Levi’s Vintage Clothing 1955 Japan 501, which features Japanese selvedge denim fabric and all the details including the back patch, red tag, rivets, wrapping and button pads, translated to Japanese.
“We wanted to celebrate this mutual commitment to quality, craftsmanship and meticulous attention to detail with limited-edition jeans that are also made in Japan,” said Paul O’Neill, chief designer of Levi’s Vintage Clothing. at Levi Strauss & Co .., after all, has such a long and important history in Japan – to this day the vintage 501s are highly coveted jeans in the Japanese market – so it seemed only natural that these limited edition jeans were to be yet another 501 classic from the Levi’s archives. “
The brand also teamed up with cult Japanese label Wasted Youth for a 501 fit inspired by ’90s streetwear. Available in jet black, the jeans feature the phrase’ Don’t disturb me anymore ’embroidered on the right back pocket. Every purchase of the style comes with a “Don’t mind me anymore” pin.
Limited quantities of both styles are available in select Levi’s stores, as well as on the Levi’s website and app.
Despite the 2020 global lockdowns, Levi’s celebrated 501 Day last year in a similar fashion, with live performances from artists such as Swae Lee, Ari Lennox, HAIM, Mahalia, Raja Kumari, G Flip and Se So Neon, as well as DIY sessions and presentations on the history of 501 jeans.