The Levi’s 501® changed everything – and is still open to being changed.
While the number 501, like all numbers, is an abstract, the jeans that it corresponds to are tangible. The Levi’s 501®’s consistently change in response to their surroundings, lending the almost 150-year-old style the ability to re-interpret itself again and again. This time, the latest Levi’s 501® is a celebration of a relaxed and baggier fit.
For 2022, the newest iteration of the Levi’s 501®, originally created in 1873, is directed towards honouring the style of the ‘90’s, where comfort is captured with just the right amount of attitude.
With the 150th anniversary of the 501® just around the corner, Levi’s are eagerly anticipating the event, with a star-studded campaign led by Kid Cudi.
The campaign also sees Denim Tears designer Tremaine Emory, Beastie Boys’ Mike D, model Nathan Westling, creative director and model Gia Seo, The Paranoyds’ Staz Lindes, and stylist and editor Gabriella Karefa-Johnson appear in the imagery, shot in whimsical but subdued lighting, and accompanied by poignant black and white shots. It appears that despite the celebrations, Levi is showing a glimpse into their existential side.
Each icon was selected by Levi’s as the perfect example of the Levi’s spirit, pioneering their own individual fields and possessing the perspective and intuition to change them.
The 501® is a “catalyst that changed the way we think about clothes. It helped us understand that a single item could be the launchpad for a person’s signature style. Whether worn painted and customized, ‘80s-style faded and slim, ripped-up and baggy a la ‘90s grunge, or “borrowed” dad-style, the Levi’s® 501® transcends trends, and has long signified effortless cool across generations.” Powerful words from Levi’s there.
The ‘501®: The Number That Changed Everything’ Campaign has launched now over on Levi’s site.