On May 20, 1873, LS&Co. received a patent for its riveted pants, officially marking the birthday of the Levi’s® 501®. Since then, the 501® has been on a 149-year journey, evolving with culture and the styles of the times, all while maintaining its status as a closet staple.
To celebrate the 501® in the fashion only Levi’s® can, we launched special collaborations, introduced new products and are hosting events — virtually and in-person — around the world.
New Product
The iconic 501® is known for its button fly, straight leg and Red Tab on the back right-hand pocket, but it also changes to reflect current styles. With loose fits taking center stage, we introduced the Levi’s® 501® ‘90s Jeans for women and Levi’s® 501® ‘90s Shorts for women that are inspired by the comfort and style of the late ‘90s.
We also teamed up with five visionaries — Barbie Ferreira, A$AP Nast, Hailey Bieber, Peggy Gou and Marcus Rashford — for The Number that Changed Everything campaign, which celebrates the jean that started it all. These visionaries are authentic and true to their values, reflecting both the spirit of the 501® and the core values of LS&Co.
In the U.S. we launched a limited-edition collaboration with Emma Chamberlain, Levi’s x Emma Chamberlain, featuring an exclusive mid-thigh 501® short in an allover print inspired by her summers on the East Coast. There are only 100 units available and they are sure to sell out quickly!
A longtime friend of the brand, Emma is known for putting her unique twist on vintage Levi’s® by customizing them to her personal aesthetic. Be sure to follow Emma on her social media channels as she encourages her fans to visit their local Levi’s® Tailor Shops for exclusive giveaways and a free button swap.
The Crazy Legs 501® Day capsule also made its debut, featuring Peggy Gou, a Berlin-based, Korean-born DJ, artist, producer and cultural icon. The capsule took inspiration from an illustration-covered 1967 Levi’s® collection of the same name and invites people to travel back to the Summer of Love.
501 Day Around the Globe
The celebration is not limited to new products and collaborations. The 501® has been at the center of culture for more than a century, and we’re taking the celebration international with musical performances, live streaming of launch events and interactive experiences for fans of the brand from Los Angeles to London to Japan.
Earlier this week, friends of the brand headed over to the Haus of Strauss in London to honor the 501® with a special event curated by DJ and stylist Connor Gaffe Williams. Guests ranged from musicians, fashion icons and entertainers who listened to an impressive musical lineup that included Benny Mails, Demae, Qendresa and Shaun Sky.
The Haus of Strauss in Los Angeles hosted a private 501® Day party with media, influencers and friends of the brand with a performance by Lil Dicky and DJ sets from LA favorites Travis Bennett and Amrit.
The team in East-Asia Pacific is hosting live events across Tokyo, Seoul, Bangkok, Sydney and Singapore celebrating “501 – The Number that Changed Everything.” Australia will be hosting an immersive event seeking to educate fans of the history of 501® while reintroducing it to today’s youth culture. Korea live-broadcasted a performance by musical artists, and the team in Japan is live streaming for 12 hours (from 5:01 p.m. to 5:01 a.m. Japan time) from Harajuku and the Haus of Strauss. Live performances include a talk show by chief editors of OCEANS, a Yutaka Fujiwara talk show, a look at vintage market trends with thrift shop owners and more. Click on the links to check out the Korea and Tokyo events.
In Southeast Asia, country visionaries including Diela Maharanie, Issa Pressman, Yung Raja, Sheena Liam and Pearypie are customizing a pair of 501® jeans to their personal taste and sending them from Indonesia, the Philippines, Singapore and Malaysia before unveiling the final version of the jeans at Thailand’s 501® Day event.
Additionally, LS&Co. employees in East Asia Pacific, South Asia, Middle East, Africa and Greater China shared their personal Levi’s® 501®stories, some that date back before they ever worked for the company. Check out the video below.
Our historian Tracy Panek is also taking over our official @Levis Instagram account, testing our fans’ knowledge of the brand and the 501® on Instagram stories all day. How much do you know about our iconic fit?
If you think this celebration is big, just wait for next year’s 150th anniversary.
