Levi’s, the legendary jeans brand, Levi Strauss & Co., is an American clothing brand with almost 2800 branches in 110 countries all over the world. It was founded initially by immigrant Levi Strauss when he moved from Bavaria to California to start a component of his brother’s goods business on May 1, 1853.
The company is headquartered at Levi’s Plaza in San Francisco. Thanks to Hollywood iconic figures such as Marlon Brando, James Dean, and Marilyn Monroe, Levi’s popularity rose the fastest during the 1950s. Levi’s originally sourced their denim from Cone Mills in North Carolina; they later collaborated with the Japanese, which marked the birth of red stitching.
It is celebrating its 150th anniversary with The Greatest Story Ever Worn campaign. The iconic Levi’s 501® jeans, initially designed as more durable work pants in 1873, have become remarkable for their unique style, self-expression, and cultural significance. For around 150 years, it has evolved into the world’s most influential piece of clothing. It has become an everyday uniform adopted by individuals from all walks of life and across various generations.
The brand’s popularity reached new heights when Marlon Brando sported Levi’s 501 jeans in the film “The Wild One” in 1953, strengthening its association with counterculture and rebellion. Michelle Gass, President of Levi Strauss & Co., acknowledged that Levi’s 501® jeans are a staple in closets everywhere and a vital part of the fashion and design industry. The jeans have continued to drive the Levi’s® brand’s success, with Levi’s 501® family growing by nearly 30%.
More details of the Anniversary Celebrations:
Levi’s has maintained its status as the top choice for jeans over the years, adorning the likes of Steve Jobs, Barack Obama, and countless others, and it continues to dominate as the world’s leading men’s and women’s jeans brand. To commemorate this milestone anniversary, a range of exciting new products and collaborations have been unveiled by Levi’s.
One such product is the limited-edition International 501® jean featuring customizable elements translated into six languages. The Levi’s x Deepika Padukone 501® Edition, released exclusively in India, has deep brown color and unique embroidery on the back pockets. In addition, the collection also includes the hero Banner print, inspired by Levi’s archival designs. To provide more options, the brand is expanding its sports offerings.
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The Greatest Story Ever Worn campaign consists of three captivating short films directed by Martin de Thurah and Melina Matsoukas. Each film provides a distinct narrative, celebrating the 501 jeans’ impact on historical and cultural moments. One film demonstrates how Jamaica embraced its unique style, rhythm, and soul and infused them into Levi’s 501 jeans during the 1970s.
Another tells the story of a young man who exchanged a beloved family cow for a coveted pair of 501s against his family’s will. The third film shows the poignant story of a loyal Levi’s customer who requested to be buried in his beloved 501 jeans and asked his friend and family to attend his funeral wearing Levi’s 501 jeans. These films explore the undeniable connection between Levi’s and its customers.
Even in the current trend of more relaxed fits, Levi’s 501 remains fashion enthusiasts’ favorite jeans. The brand introduced new additions, which include limited-edition product drops such as the reimagined 1873 “XX Waist Overalls,” paying homage to the brand’s first blue jeans, and new mainline products like the Women’s 501® ’81 and the Men’s 501® ’54
Collaborations with celebrities and influencers, including Barbie Ferreira and Emma Chamberlain, will expand the brand’s reach to a diverse range of audiences. On May 20, the actual birthday of the 501® family, The brand announced a unique in-person celebration. Consumers can visit Levi.com or their nearest Levi’s® store to avail the new products.
