Every year on 20 May, we celebrate the first blue jean and those who make it their own. We celebrate what it means to be an original through music and one shared global experience. We celebrate Levi’s® and the ultimate blank canvas for authentic self-expression.
From Shanghai to San Francisco, London to Buenos Aires, Mumbai and beyond – people all over the world celebrated what it means to be an original. And every #501Day from now on, the celebration continues.
A multi-part documentary film series exploring the lasting impact the original 501® Jean has had on cultural history. Watch all the episodes below.
This episode explores the power of music and the impact of the Levi’s® 501® Jean on subcultures throughout musical history to today. Featuring artists such as Grammy Award winner Solange, rapper and actor Snoop Dogg, iconic country singer Dwight Yoakam, and many more.
This episode explores the denim culture Levi's® generated beyond its homeland – a passion particular to Japan. This film tells the story of Levi's® arrival in Japan in the 1950s, the vintage denim explosion that culminated in the 1990s, and how Japan’s take on Americana is now globally influential.
The 501® Jean is a symbol for countercultures as broad as biker clubs, punk, rap, skateboarding, and art movements. It can be seen on crowds through decades of activism: from beats to hippies, LGBTQ rights protests, to the fall of the Berlin Wall.
We trace when Levi’s® are worn for their look for the first time, rather than function. Hollywood stars adopt it for decades and the 501® Jean becomes a style icon: continuing to inspire contemporary designers and style leaders.
We trace the 501® Jean's roots as a utilitarian garment for coal miners, cowboys, industrial workers, all the way to the creative workers who continue to wear it today.
"I could give you a hundred reasons why I think the 501® is the best piece of clothing design in human history, but you know what? It's the bum. The backside. The rear end. The 501® bum is the all-time best."
"The 501® is the sweet spot that honours the legacy and heritage of the past
while responding to the energy of today – and that is where the magic is.”
The limited-edition Scribble jeans celebrates rock ‘n’ roll with hand-distressed denim, embroidery, and vintage-inspired patches. There are 5 pairs of limited edition jeans, priced at $399.90 each. Available from 20 May exclusively at Levi’s® ION Orchard #B2-23. Get it while it lasts.
Celebrate the birth of the Blue Jean with Levi's®
Get your denim customised for free by the guys from Tell Your Children with any purchase of 501® Jean, or when you spend $150 nett in a single receipt.