Levi’s marks 150th anniversary of 501 jeans with ‘The Greatest Story Ever Worn’ campaign

To mark the 150th anniversary of Levi’s 501 jeans, the denim brand has unveiled a year-long campaign titled ‘The Greatest Story Ever Worn’.

Three short films – directed by Martin de Thurah and Melina Matsoukas – explore original 501 jeans stories all inspired by true events.

According to Levi’s, The Greatest Story Ever Worn campaign intends to celebrate the 501 jeans’ ‘incredible’ past and its role in ‘countless’ historical, cultural and personal moments in order to inspire a new generation to ‘write the next chapter’.

The first film, ‘Going Out in Style’, dramatises the true story of how hundreds of people who have passed away have previously requested to be buried in their 501 jeans.

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The second historically based film, ‘Precious Cargo’, shares the story of how the brand’s 501 jeans made their way to Kingston, Jamaica in the 1970s. Directed by Melina Matsoukas and shot by academy award nominated cinematographer Bradford Young, the film hopes to be a ‘celebratory exploration’ of an island thats ‘distinct style, rhythm and soul has reverberated across the globe’.

“Few products, let alone pieces of clothing, have been as consistently present for so many human experiences, for as long as the 501,” Levi’s vice president of brand marketing, Chris Jackman, said.

“Coming from the humblest of beginnings as workwear pants, Levi’s 501 jeans have become a blank canvas for self expression that transcends 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 unrivaled breadth and global relevance, and to inspire the next chapters.”

The third and final short film, ‘Fair Exchange’, will be released soon.

The news comes months after fashion brand Diesel teamed up with creative agency The Sunshine Company and photographer Ewen Spencer to create an ‘evocative and authentic’ club-themed campaign for the brands Track Denim range.