Next year, the heritage denim label will celebrate the 150th anniversary of the 501 jean with a star-studded cast of seven influential names that embody the revolutionary spirit of the brand.
And on January 27, Levi’s released its latest campaign for it’s iconic 501 style to promote its newest iteration: a slouchier, more relaxed, ’90s-inspired jean. Titled “The Number That Changed Everything,” it brings together a cast of what the brand describes as “visionaries whose stories perfectly embody the spirit of the Original 501, and who each possess a unique perspective that embraces the change needed to inspire growth and personal evolution.”
The video and photo campaign features hip-hop artist Kid Cudi; Denim Tears creative director Tremaine Emory; Beastie Boys member Mike D; fashion icon Nathan Westling; model Gia Seo; stylist Gabriella Karefa-Johnson; and The Paranoyds member Staz Lindes. All are filmed wearing the latest Levi’s collection and commenting on the legacy of the jean, ultimately wrapping the video with a line almost as iconic as the garment itself: “501 is the number that changed everything.”
The first pair of jeans ever created, the classic Levi’s 501 is characterized by a straight fit and button fly, and was never even remotely meant to be a fashion statement. In fact, the “work horse” 501 blue jeans (as still evidenced by the 501 leather tag images) were originally intended to be long-lasting pants for workers when they made their debut back in 1873. Since then, the brand has made a number of variations to its favorite jean, offering a range of looser 501 fits, new washes and more. Last year, it got a circular update with organic cotton, post-consumer recycled denim and other recyclable components that reflect Levi’s renewed commitment to lowering its environmental footprint.
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