MANILA, Philippines—This 2023, the Levi’s® 501® jeans, one of the most enduring icons of global style and the original template from which all other jeans have descended, will commemorate their 150th year of production. The 501® Original has been worn by millions of changemakers, risk takers, experimenters, thinkers, icons, and creatives over the course of its illustrious 150-year history.
To commemorate the countless stories—from the mundane to the momentous—of fans in their 501® jeans, Levi’s® is launching The Greatest Story Ever Worn campaign, a year-long celebration. As part of the launch of the campaign, Levi’s® is releasing three short films, directed by Martin de Thurah and Melina Matsoukas, titled The Greatest Story Ever Worn, that explore original stories from around the world celebrating 150 years of 501® jeans.
With these stories, as well as others inspired by true events, The Greatest Story Ever Worn celebrates the 501® jeans’ incredible past and its role in countless historical, cultural and personal moments in order to inspire a new generation to write the next chapter.
The Greatest Story Ever Worn presents 501® jeans as an ever-expanding story, written and rewritten by everyone who fastens up the fifth button. More than a pair of jeans, they are not just one person’s story, but everyone’s story. This ever-expanding narrative features a collection of characters, events, ambitions and memories from everyday heroes to unbelievable icons.
“Few products, let alone pieces of clothing, have been as consistently present for so many human experiences, for as long as the 501®. Coming from the humblest of beginnings as workwear pants, Levi’s® 501® jeans have become a blank canvas for self expression that transcends the boundaries of culture, and class. This is an incredible moment and milestone for the Levi’s® brand and through The Greatest Story Ever Worn campaign we aim to celebrate the legacy of the 501®, its unrivaled breadth and global relevance, and to inspire the next chapters.” – Chris Jackman, VP of Brand Marketing, Levi’s.
The first historically based film, Precious Cargo, shares the story of how 501® jeans made their way to Kingston, Jamaica in the 1970’s and how Jamaica turned and made them uniquely their own. Directed by Melina Matsoukas and shot by academy award nominated cinematographer Bradford Young, the film is a celebratory exploration of an island that’s distinct style, rhythm and soul has reverberated across the globe.
Image courtesy of Levi’s®
Image courtesy of Levi’s®
The second film, Fair Exchange, tells the story of a beloved family bellcow and the son who swapped the beast for a pair of 501® Jeans, much to his family’s dismay. Directed by Martin de Thurah and shot by acclaimed cinematographer Kasper Tuxen, a cold Georgian winter is the backdrop to a film that explores 501® jeans as a beacon for something bigger—a dream.
Image courtesy of Levi’s®
Image courtesy of Levi’s®
And finally, the third film, Legends Never Die, tells the true story of one devoted Levi’s® wearer who requested to be buried in his 501® jeans—a final wish that many people have relayed to the brand over the years. This specific fan asked all funeral attendees to wear their 501® jeans too. Also directed by Martin de Thurah, the film is a beautiful reflection on the type of collective love that would inspire a group of people to show up in denim for a beloved family member and friend. It is a celebration of humanity and the inextricable connection between a man who truly lived in his Levi’s® 501® jeans.
Image courtesy of Levi’s®
Image courtesy of Levi’s®
The launch of The Greatest Story Ever Worn kicks off the celebration of the 501® jeans’ 150th anniversary, and along with the film, Levi’s® is re-releasing its classic 1954 501® fit for men and 1981 501® for women, as well as a whole new range of finishes for both the 501® Original and the 501® ’93.
Leading the 501® charge this season for men is the new Levi’s® 501® ‘54 jean. Inspired by the fit of the original 1954 501® in the Levi’s® archives, the new ’54 features a higher rise with a slimmer, slightly tapered leg than the 501® Original and the 501® ’93. For women, the new 501® fit this season is the 501® ’81, based on the very first women’s 501® released in 1981. Structured more like a mom jean, it sits higher on the waist with a higher rise and features a slightly tapered leg—the perfect tribute to the quintessential ‘80s denim fit.
Along with the new 501® ’54 and ’81 fits, the 501® lineup is getting a new range of finishes inspired by jeans in the Levi’s® archives, through naturally worn-in finishes on selvedge denim inspired by the archival Levi’s® 1890 “Calico” 501®, 1978 “Ricky” 501®, and 1983 501®. Vintage-inspired craft and patchwork finishes are also available across the range of 501® ’54, 501® ’93, and 501® Original jeans, inspired by the popularity of vintage 501® jeans, and the way people alter and repair their jeans to make them totally lived in and unique.
With a commemorative film and several modern iterations of the most classic denim jean, the 150th anniversary of the Levi’s 501® jean celebrates the most iconic, democratic, and beloved piece of clothing of all time in the most fitting way possible.