The year 2023 marks the 150th anniversary of Levi’s® 501® jeans, one of the most enduring icons of global style and the original template from which all other jeans have descended. To commemorate this, Levi’s® is launching a year-long celebration, The Greatest Story Ever Worn campaign.
In a press release, the denim giant said that as part of the launch of the campaign, Levi’s® is releasing three short films, directed by Martin de Thurah and Melina Matsoukas, titled The Greatest Story Ever Worn, that explore original stories from around the world celebrating 150 years of 501® jeans.
Using these stories, as well as many more inspired by true events, the campaign celebrates the incredible past of the 501® jeans and its role in countless historical, cultural and personal moments, so a new generation can be inspired to write the next chapter.
The narrative, which is ever-expanding, features a varied collection of events, characters, ambitions and memories from everyday heroes to unbelievable icons.
“Few products, let alone pieces of clothing, have been as consistently present for so many human experiences, for as long as the 501®. Coming from the humblest of beginnings as workwear pants, Levi’s® 501® jeans have become a blank canvas for self-expression that transcend the boundaries of culture, and class. This is an incredible moment and milestone for the Levi’s® brand and through The Greatest Story Ever Worn campaign, we aim to celebrate the legacy of the 501®, its unrivalled breadth and global relevance, and to inspire the next chapters,” said Chris Jackman, VP of Brand Marketing, Levi’s.
Levi Strauss & Co., is one of the world’s largest brand-name apparel companies and a global leader in jeanswear.