LEVI'S CELEBRATES 150 YEARS OF ITS ICONIC 501 JEAN

Mar 8, 2023 | FASHION

It's 2023 and it might seem like the world is slowly crumbling to bits around us, but one constant that refuses to budge is the iconic Levi's 501 jean, which turns 150 years old this year. Loved the world over – from workmen, to all American housewives, to college students and to upcycle thrifters – the emblematic style has truly stood the test of time.

In celebration of its one hundred and fifty years of inhabiting our wardrobes and as part of the « The Greatest Story Ever Worn » campaign, which pays tribute to the extraordinary stories lived by fans of the 501s, Levi's is taking on an unprecedented challenge: to tell the story of the Levi's 501 on a monumental mural. Teaming up with textile artist Ian Berry, Levi's will begin the celebrations from March 16 to 19, at the café Fluctuât Nec Mergitur, in Paris’ Place de la République, and tell the story of the 501's unparalleled fashion legacy. Through the collage of recycled 501 pieces, the artist will portray prominent communities in the iconic design's legacy.

It's a fitting collaboration as Berry Ian is an artist widely known for his works which incorporate collaged denim to create realistic portraits and unique installations. Originally from London, Ian's work includes the portrait of Levi Strauss for the Museum of Denim Innovators in his hometown, the Levi Strauss Museum, in Buttenheim, Germany.

He has also been commissioned for portraits of Debbie Harry, Jennifer Saunders, Giorgio Armani, Lapo Elkann and Giselle, to name a few. His most famous portrait is of Ayrton Senna, done in his family's jeans to support the institute that bears his name.

From the cowboys of the 1880s, to the punk of the 90s, to the queer communities of the 70s: Ian Berry and Levi's will pay homage to those who have made the jeans the timeless piece they are known as today. A unique pair of 501s will be sent to 149 people across Europe and each personality will have the opportunity to make it live a moment of life. These 149 people will sign the jeans, leaving a record of their story, before the model is put up for grabs on Levi's Red Tab – the brand's loyalty program – so that one final person can win it and continue the journey. The first story is, of course, dedicated to Ian Berry offering fans a chance to delve into the life of the artist.

This fresque event is then set to head to Milan from 17 April 2023, and on to Madrid on 4 May 2023, where its design will evolve in continuation of the celebration.

Follow the adventure every week on the Instagram account @levisparis

Discover the fresque at the Café Fluctuât Nec Mergitur, Place de la République from March 16 to 19.

IMAGE CREDITS: DEBBIE BRAGG

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