This month Levi’s launches headfirst into their 140-year anniversary of the 501 jean with a whole series of global events celebrating the jeans iconic style.
Marking 140 years of style, innovation, and the seminal role the Levi’s 501 has played in fashion and as a cultural icon, this month the brand has launched a range of curated events and digital programs in tribute to the first riveted jean.
Levi’s kicked of the celebrations earlier this month with a curated digital photo gallery dedicated to the many ways in which people around the world style their 501 jeans. To get the ball rolling, a few of Levi’s closest friends from across Europe, North America and Asia were invited to showcase their favorite looks. Included within the Tumblr-like gallery were denim experts like Charlotte Bonner (Trove General Store) in her mom’s hand-me-down vintage 501, Todd Barket and Carl Chiara (Unionmade) in their LVC 1947′s, Hirofumi Kurino (United Arrows) in LVC 1944′s and Fabrizio Stefani (Protec) in his LVC 1933 jeans. Levi’s is also encouraging its fans from across the globe to join the program on the dedicated page where they can share their interpretation of the original jean. From the final collection, Levi’s will then hand select the photos that best represent the energy and events of 2013 to live in a special, limited-edition Book of 501 as a legacy to the future.
“The 501 was made first to last—proving time and again over the past 140 years that the original button fly jean is an icon that represents the ultimate expression of individuality and personal style.” — Levi’s on the 501 jean
Last week on the night before the Grammy Awards, Levi’s hosted an intimate performance with Frank Ocean at the opening 140 Year Anniversary Party at the Ace Museum in Los Angeles. Stylesight were amongst the lucky 600 attendees at the show, so be sure to check out the feature posted last week.
Over the last 140 years, the 501 jean has constantly evolved and adapted to stay relevant for each new generation, while never losing their distinct heritage. Throughout the eras, every update has been made in the spirit of the original, crafted with the same care and attention to detail. Paying homage to this subtle evolution, Levi’s will introduce for S/S 13 the first ever non-denim 501 collection. Breaking tradition and reflecting the change in modern culture the new fit is now produced in a lighter weight shrink-to-fit twill fabric and is offered in new, modern colors including ivy green, true chino, chalk blue and mineral red.