Levi’s celebrates the One hundred and fiftieth anniversary of its iconic 501 denims with ‘The Best Story Ever Worn’ marketing campaign

In trend, a chunk of clothes or accent can typically be an final standing image. Consider the highly-coveted Birkin bag, a diamond piece from Tiffany’s, or a pair of pumps with purple soles from Christian Louboutin. These items are simply recognizable with only one glimpse and, often, we additionally see a definite imaginative and prescient of who wears them. However in terms of democratic clothes, one which transcends social standing, age, and gender, an ideal instance of that is the standard pair of denim denims. And once we speak about it, it’s exhausting to not add to the dialogue the model that began our obsession with it—Levi Strauss & Co.

Nonetheless from ‘Truthful Change’

Crafted in 1873, Levi’s 501 denims have been first made for American staff and ultimately set the golden commonplace for what denim denims must be. Whereas they’ve sported completely different types since their inception—completely different wash, lengths, and steel works—the 501 denims are nonetheless among the many finest clean canvases in trend that match completely different sorts of wearers.

Because it celebrates the One hundred and fiftieth anniversary of the 501 denims, Levi’s gathers folks’s life moments along with its champion piece, proving that there isn’t any event one can’t put on its signature creation. This 12 months, the model launches its year-long celebration, “The Best Story Ever Worn” marketing campaign. A part of the marketing campaign is the discharge of three quick movies directed by Martin de Thurah and Melina Matsoukas, exploring “the 501 denims’ unbelievable previous and its function in numerous historic, cultural, and private moments to be able to encourage a brand new technology to put in writing the following chapter.”

Stills from ‘“Legends By no means Die’ and ‘Valuable Cargo’

The primary movie, “Valuable Cargo,” facilities on how the 501 denims made their technique to Kingston, Jamaica within the Seventies and the way Jamaica turned and made them uniquely their very own. “Truthful Change” is a “Jack and the Beanstalk”-ish story the place a son swapped a beloved household bellcow for a pair of 501 Denims. Lastly, “Legends By no means Die” chronicles the story of 1 devoted Levi’s wearer who requested to be buried in his 501 denims.

“Few merchandise, not to mention items of clothes, have been as constantly current for therefore many human experiences, for so long as the 501,” Chris Jackman, VP of brand name advertising for Levi’s, says. “Coming from the humblest of beginnings as workwear pants, Levi’s 501 denims have develop into a clean canvas for self-expression that transcends the boundaries of tradition, and sophistication. That is an unbelievable second and milestone for the Levi’s model, and thru ‘The Best Story Ever Worn’ marketing campaign, we intention to have a good time the legacy of the 501, its unmatched breadth and world relevance, and to encourage the following chapters.”

Domestically, Filipino 501 denims lovers will get to see the beloved pants hit the cabinets once more. Levi’s is re-releasing its basic 1954 501 match for males and 1981 501 for ladies, in addition to a complete new vary of finishes for each the 501 Unique and the 501 ’93. The model additionally tapped Filipino mannequin and sweetness queen Maureen Wroblewitz to be a part of its native marketing campaign.

Maureen Wroblewitz; 1954 501 match for males; 1981 501 for ladies

“501 denims are such timeless, basic items. They’ve been round for 150 years and other people wish to be a part of that heritage,” Kat Costas, advertising head for Levi’s Philippines, tells Manila Bulletin Way of life. “They’re actually meant to be a clean canvas for wearers to specific themselves. If you get a pair of 501 denims, we wish you to make them your individual—misery them, do patchwork, rip them. There’s a number of issues you are able to do with them.”

To know extra about Levi’s One hundred and fiftieth-anniversary celebration of the 501 denims, go to @levis_sea on Instagram.

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