Levi’s 501 Originals Trend Details

A good pair of jeans goes a LONG way! Figuratively and literally!

One brand I highly depend on when it comes to jeans is —- Levi's® 501®

Through the many eras and styles of the last century and a half, there has been one constant: the Levi's® 501®. Straight leg, button fly — it’s the iconic blue jean embraced by everyone from factory workers, to movie stars, to rockstars, to computer programmers, to Presidents, to some of the most prominent voices in the movement space...and on May 20th, we’re celebrating 501® Day, the 148th birthday of the original blue jean. For Levi's® 501® Day 2021, we’re shining a spotlight on a new generation of Levi's® Originals. Seven original voices who know how to effortlessly blend style, creativity, authenticity, and purpose — Naomi Osaka, Hailey Bieber, Emma Chamberlain, Barbie Ferreira, Jaden Smith, Marcus Rashford, and Shai Gilgeous-Alexander — as well as their favorite ways to wear their Levi's® 501®s. Each one demonstrates a modern expression of what has made the Levi's® 501® a cultural icon.

A perfect canvas for creative expression, the 501® has been a staple of youthful style since the mid-twentieth century. From Marlon Brando in 1953’s The Wild One, to the well-worn Summer of Love style during the late 1960s, to 1970s punk, to the dark indigo, oversized look of NWA in the late ‘80s, the 501® has long been the go-to for cool kids. And much of that comes down to the 501®’s classic simplicity. Dressed up or dressed down, worn fitted or oversized, dark or faded, straightforward or customized, it’s the heart and soul of not only Levi's® but of modern fashion. A humble work pant made from durable denim with a silhouette that can be worn by many. The grandfather of all blue jeans, any jean today is an iteration of this original. With the Levi's® 501®, no two pairs are the same, and that makes it a true original.

“The 501® is the original blue jean so it made sense to celebrate our icon with this cast of ORIGINALS. We are inspired by the emotional connection they each have with the 501® - their personal styles & stories make the jean so uniquely their own.” — Karen Riley-Grant, Levi’s® Chief Marketing Officer

Of course, the story of the Levi's® 501® is not just about enduring style. It’s also about sustainability. It’s a throwback to the days when things were built to last, swimming against the tide of today’s disposable fashion. Levi's® 501®s are not only highly durable, but they also look better with age, meaning you’ll hold onto them for longer. And, thanks to Levi's® Tailor Shop, 501® jeans can also be repaired, giving them an even longer lifespan. Plus, with Levi's® Water<Less, the modern 501®is finished using up to 96% less water than in typical denim finishing, making them a much more sustainable denim option.

All of this will come to a head on May 20th, 501® Day with a full day of programming featuring Levi's® Originals talent – Coffee Talk with Emma Chamberlain, Hailey Bieber and Barbie Ferreira on YouTube Live, Naomi Osaka and Marcus Rashford gaming on Twitch, YouTube Live performances from the Levi's® Haus featuring Kehlani, Eric Nam, Joyce Wrice, and Duckwrth, and a conversation covering everything from personal style to the history of the 501® on Clubhouse’s Culture Club featuring our 501® Originals with a very special guest host. See below for the full schedule.

INDIVIDUAL TALENT ASSETS & ROLLOUT DATES

Each talent asset link includes – Talent’s campaign video, campaign video cut-down, behind the scenes on the set

of our

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501® campaign ”on the fly” video, and two short fun videos for social (teaser and jump & snap).

May 14th – Naomi Osaka, Assets HERE.

May 15th – Shai Gilgeous-Alexander, Assets HERE.

May 16th – Barbie Ferreira, Assets HERE.

May 17th – Emma Chamberlain, Assets HERE.

May 18th – Marcus Rashford, Assets HERE.

May 19th – Hailey Bieber, Assets HERE.

May 19th – Jaden Smith, Assets HERE.

LEVI’S® 501® DAY PROGRAMMING SCHEDULE

● 11:00PM PHT – Levi's® Vintage Clothing 1955 Japan 501® Jean Drop

● 12:00AM PHT – Levi's® x Wasted Youth 501® ‘93

● 1:01AM PHT – Coffee Talk on Levi’s YouTube Live with Emma Chamberlain, Hailey Bieber, and Barbie

Ferreira

● 2:00AM PHT – Marcus Rashford and Naomi Osaka Gaming on Twitch

• 4:00AM PHT – Live performances from the Haus on Levi's YouTube featuring Joyce Wrice, Duckwrth, Eric Nam, Kehlani

● 7:00AM PHT – DIY Tutorial with Rit Dye

● 8:00AM PHT – Shai Gilgeous-Alexander unboxing #501Originals trading cards on Levi’s Instagram Live

● 9:01AM PHT – Culture Club on Clubhouse feat. special guests

FEATURED 501® PRODUCT ON TALENT

Mix of Levi's® 501® jeans and jean shorts featured in the new Levi's® Originals campaign. Available in a range of fits and washes, it’s the perfect blend of Levi's® 501® nostalgia and modern style.

Naomi Osaka

As an activist with a large following, Hailey Bieber directs her energies and influence to empowering others through fashion. Her favorite Levi's® 501® combination is an oversized jacket and faded cutoff shorts that’s comfortable yet stylish. She’s also unafraid to go for a denim on denim look that plays around with different shades.

Hailey Bieber

YouTube star Emma Chamberlain has been called the voice of her generation. Her quirky sense of vintage style attracts her to a dark top and cutoff shorts for a dressed down vibe, and an oversized jacket and loose fitted jeans for a more dressed up style.

Emma Chamberlain

Actress, model, and body positivity activist Barbie Ferreira believes that her identities are a part of who she is, but are not all that she is. Wearing a dark denim jacket and dark fitted jeans or going for a fitted jacket with dark cutoffs are both choices Ferreira makes for herself depending on how she wants to express herself.

Barbie Ferreira

Jaden Smith is an outspoken leader around water conservation and has used his creativity to champion his advocacies. Smith also uses his innate creativity to customize Levi's® 501® as a form of self-expression. Easy to say that he has made his ensemble of faded denim on denim his own. For a more comfortable and toned down style, Smith pairs a dark long-sleeved top with dark loose fitted jeans.

Jaden Smith

Marcus Rashford uses his voice to drive for societal change. He believes that Levi's® is a part of modern history because of the iconic names, iconic ads, and iconic jeans that it has put out into the world. Dressed in a fitted denim polo and jeans gives him a dressed up feel while a faded jacket with dark fitted jeans gives him a more relaxed but still dressed up style.

Marcus Rashford

Basketball player Shai Gilgeous-Alexander is sporting a light denim polo underneath a faded denim jacket that’s paired with cutoffs. He channels his self-expression through his clothes and does not let trends dictate his own style. His denim on denim look with loose ripped jeans is another form of his own take on fashion.

Shai Gilgeous-Alexander

With the Levi's® 501®, no two pairs are the same, and that makes it a true original. And it’s why, for Levi's® 501® Day 2021, we’re shining a spotlight on a new generation of Levi's® Originals. Seven original voices who know how to effortlessly blend style, creativity, authenticity, and purpose. Each one demonstrates a modern expression of what has made the Levi's® 501® a cultural icon since the days of Marlon Brando.

To celebrate Levi's® 501® Day 2021, Levi's® is having a 501 DAY DENIM SALE. All regular-priced bottoms get P501 off from May 19 to 23. Get your own pair of timeless jeans now.

*Discount applicable for each qualified bottom per transaction *Per DTI-FTEB Permit # 118021. Series of 2021

Stay tuned for more news and updates on Levi’s website and check out their 501 pieces here. Follow us on @levis_ph on Instagram and @levis.philippines on Facebook.

Download the Levi’s 501 Originals Trend Alert hi-res imagery HERE.

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