Denim clothing is a staple piece in any wardrobe. Depending on the weather or personal style, these garments, from jeans to shorts to outerwear, denim apparel always make a statement. For 150 years, Levi Strauss & Co. has provided the public with their iconic 501 jeans, an enduring global style, and the original template from which all other jeans have descended.
Like in many other countries, the Philippines also saw the evolution of the iconic 501 jeans as Filipinos wore their pair for various events in their lives, whether mundane or relevant. After all, a good pair of jeans is like a good investment.
In commemorating the countless stories from fans of the 501 jeans, Levi’s launched the year-long campaign dubbed The Greatest Story Ever Worn. The brand will release three short films directed by Martin de Thurah and Melina Matsoukas.
The Greatest Story Ever Worn will explore original stories from across the globe as Levi’s celebrates 150 years of the 501 jeans. The stories, with those inspired by authentic events, will highlight the jeans’ history and their impact on society.
“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,” said Levi’s Vice President of Brand Marketing, Chris Jackman.
The first historically-based film, Precious Cargo, shares how the 501 jeans made their way to Kingston, Jamaica, in the 1970s and how the country made the iconic garment uniquely theirs. Directed by Matsoukas and shot by Academy Award-nominated cinematographer Bradford Young, the film explores the island’s distinct style, rhythm, and soul.
In the meantime, the second film, Fair Exchange, tells how a son swapped a family’s beloved cow for his first pair of 501 jeans. Directed by de Thurah and shot by acclaimed cinematographer Kasper Tuxen, the film explores how the iconic jeans serve as a dream to others.
The third and last film, Legends Never Die, is a true story of Levi’s wearer, who requested to be buried in his 501 jeans and asked funeral attendees to wear a pair of jeans. Also directed by de Thurah, the film reflects a collective love and the connection between a man who lived in his Levi’s 501 jeans.
Besides the launch of the Greatest Story Ever Worn, Levi’s is also re-releasing its classic 1954 501 for men and 1981 501 for women. It will also feature a new range of finishes for the 501 Original and 501 ‘93.
Moreover, the 501 lineups will receive new finishes inspired by jeans in Levi’s archives through naturally worn-in finishes on selvedge denim. Vintage-inspired craft and patchwork finishes are also available across the 501 range.
Throughout the year, Levi’s will also release new collections highlighting the brand’s interpretation of modern streetwear while allowing individuals to express themselves creatively through their fashion preferences.
Watch the films Precious Cargo and Legends Never Die online.