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, and distinct embellishments for the expanded 501 ® family.
Birthday Selvedge
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.
Banner Print
Taking inspiration from the extensive Levi’s ® archive and original dry goods signage from the ‘30s to the ‘50s while also nodding to the history of print, Levi’s ® is also introducing head-to-toe looks of its hero banner print in May. From a Banner Trucker and 501 ® Banner ’90s Shorts to 501 ® Banner Jeans and 501 ® Banner Shorts, these pieces can be layered, styled in hookups, or used as an accent with a classic 501 ® Original. The dynamic new prints on beloved 501 ® classics feature bright colours that proudly pop and make a bold statement of self-expression.
Vintage Craft
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, Shorts, 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.
Embellishment
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.”