You may not know it but the jeans par excellence turn 149 years old this year, I’m talking about the legendary Levi’s Original 501®. The historic and iconic American company, to better prepare for the celebrations, has presented its latest reinterpretation of a timeless classic, the 501® from the 90s. Featuring a more relaxed fit than the model that dominated the previous decade and a straight leg, the 501® ’90s represents the epitome of contemporary denim thanks to its unique versatility.
Levi’s chose 7 strong personalities to best celebrate the legacy and impact that the 501® has had since 1873 and re-launch the Levi’s 501® from the 1990s.
The stars of The Number That Changed Everything‘ campaign are U.S. rapper, actor and producer Kid Cudi, founding member of the legendary Beastie Boys Mike D, artist and designer Tremaine Emory, model Nathan Westling, art and creative director Gia Seo, the first black fashion designer to land on the cover of Vogue Gabriella Karefa-Johnson and model and musician and punk band The Paranoyds, Staz Lindes.
Each of them has reinterpreted the extreme pliability of the 501® ’90s, all the images taken are collected in a lookbook that is a tribute to the most famous and sold jeans.
“With denim, nostalgia can be a source of both comfort and style. Having that favorite worn-in pair of jeans from the past is what we aim to capture with the new 501® ’90s jean–it taps into that vintage look & feel, but it’s been made fresh and modern for today. It’s inspired by the way people were wearing our 501s in the late ’90s. A bit more relaxed, midrise, with just the right amount of bagginess in the leg – easy, effortless and cool”, ha dichiarato Karyn Hillman, Chief Product Officer di Levi Strauss & Co.
Click here to see the full campaign.
