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Levi’s debuts campaign for 150th anniversary of the 501 jean

Tom Shearsmith
02 February 2023

2023 marks the 150th anniversary of Levi’s 501 jeans, one of the most enduring icons of global style and one of the original templates for denim jeans.

Over the course of its 150 year history, the 501 Original jeans have been worn by millions of changemakers, public figures and creatives. To commemorate the countless stories – from the mundane to the momentous – 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’ past and its role in historical, cultural and personal moments. The first historically based film, Precious Cargo, shares the story of how 501 jeans made their way to Kingston in the 1970’s and how Jamaica turned and made them uniquely their own.

Chris Jackman, VP of Brand Marketing, Levi’s, said: "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 unrivalled breadth and global relevance, and to inspire the next chapters."

Levi's recently reported a rise in net revenue for the fourth quarter ending 27 November 2022, largely driven by growth growth in America and Asia. The company reported a 6% increase in overall Q4 net revenue to £1.2 billion ($1.6 billion). In Europe, net revenue dropped 18% on a reported basis to £298 million ($370 million).

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