When Levi Strauss unveiled his 501® jeans, there was no way to know that these simple work pants would transform into a timeless icon of fashion. A true original and the template from which all jeans have descended, 501® jeans have been uniquely embraced by each generation. While the 501® family has grown over the years and spread across the globe, it has always remained a badge of self-expression. To celebrate the milestone anniversary and the enduring power of authentic self-expression, Levi's® is introducing a new range of finishes and fits, including a special birthday selvedge, banner prints, vintage-crafts, optimistic colors, wax-coatings, and distinct embellishments for the expanded 501® family.
May 20th marks the anniversary of the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants. In May, Levi's® is celebrating this historic milestone and its proud heritage in its purest form with a rigid Shrink-to-Fit ™ birthday selvedge denim featured in the 501® Originals across men and women. Paying homage to the original manufacturing style of 501® jeans, the birthday selvedge is crafted with a specialty selvedge ID with "150 years of 501® jeans" woven in. With a special commemoration on the jeans and a distinct wash, this is a premium celebration of the 150th anniversary.
Along with the birthday selvedge denim, there's also a new mix of vintage-inspired craft and patchwork finishes available across a range of 501® Originals, '90s, and Trucker Jackets. These distinct denim pieces showcase novelty through organic craft and mending moments, natural destruction, and authentic wear. Inspired by the popularity of vintage 501® jeans as well as the way people alter and repair their jeans to make them totally lived in and unique, vintage craft offerings reiterate the power of personal self-expression. A bit of thrifting mixed with a bit of DIY that makes these jeans more personal to the wearer.
International 501® Jeans
In May, Levi's® will commemorate the 501® jeans as a worldwide phenomenon with limited-edition International 501® rigid Shrink-to-Fit ™ selvedge jeans across both genders, that feature all components of the jeans, including our iconic red tab, rivets, leather patch, and pocket flashers translated into six different languages; Katakana/Japanese, Chinese/Simplified Chinese, Hangugeo/Korean, French, Spanish, and Hindi. These unique sundry details celebrate the global appeal of the world's most iconic jeans in a personalized way for countries and cultures across the world.
Levi's® is introducing optimistic color offerings through dye techniques across a range of 501® fits in both genders. Color is a key element of self-expression in fashion, and Levi's® is empowering individuals to express themselves through color with garment-dyed pieces. Sustainability meets monochromatic magic for optimistic and expressive vibes.
Levi's® will be releasing wax-coated 501® offerings that help wearers get the illusion of leather without real leather. The dark and moody looks of the 501® '54 for men and the 501® Original for women are authoritatively and aspirationally cool.
An extension of the hand-crafted theme, Levi's® is also introducing an embellishment collection that features 501® pieces styled with metal studs and rhinestones. Embellished Pieces like the 501 '54, '90s Trucker Jacket and Graphic Rave Tee help you shine from head to toe. These hand-crafted techniques are another way to make jeans more personalized and expressive.
""As we celebrate 150 years of the Levi's® 501® jeans, we also commemorate 150 years of a beloved global icon of culture, enduring style, and authentic self-expression," said Karyn Hillman, Chief Product Officer at Levi Strauss & Co. "The 501 has transcended from pure utilitarian workwear to an everyday uniform adopted by fans around the globe, across multiple generations. With such a monumental anniversary for the brand, we've leaned into our history while threading through innovation and modernity to bring a unique and exciting range of our 501 family to life for today."
About the Levi's® brand
The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi's® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit levi.com.