Levi’s celebrates its 150th birthday mitici jeans 501 and reminds us how much it is one of the most iconic and well-known brands in the world. To celebrate this important milestone, Levi’s turned to the agency Droga5 New York who has created three different campaigns that tell the story real stories linked to the history of the 501. The legendary jeans have brought many different people and personalities into agreement who over the years have chosen this model to represent themselves: from revolutionaries, to sex symbols, to rebels.
Levi’s 501 inspirer and protagonist of great changes | The Greatest Story Ever Worn
With the campaign The Greatest Story Ever WornLevi’s celebrates jeans as the protagonist that encouraged i social changes and individual not only in the culture of style and clothing of the different eras, enticing the younger generations to be part of a new story.
The three new campaigns are inspired by some of the most important and interesting moments: in the first film, Precious Cargodirected by Melina Matsoukas the arrival of the 501 is told in a Jamaica from the 70s and how they have positively changed the style of the inhabitants. So much so that they became the promoters of a new and lively style that has gone around the world.
The film Legends Never Die and directed by Martin de Thurah sees a Levi’s addict as the protagonist who asks as a wish to be dressed in his favorite jeans even for his last trip. But not only that: he asks all the participants to do the same during his funeral. Certainly, an exit with style.
Still directed by Martin de Thurah, Fair Exchange takes us back to 1962 in Georgiain which one of the most innovative – or strange if you like – exchanges of that period took place, transforming jeans into an indispensable object of desire.
The commercial tells of a boy who, having fallen in love with this avant-garde item of clothing, decides to trade the cow family with the Levi’s 501.
Sure, these films that will accompany us during 2023 are surprising and at the same time profound, but Levi’s has always accustomed us to memorable ads which still remain impressed today, a bit just like its history and its values. After all, it is such a revolutionary and iconic piece of clothing that it has seen continuous evolution since its inception.
Source: Levi Strauss & Co
It was the 1873 when the entrepreneur Levi Strauss and the tailor Jacob Davis they make work overalls reinforced with metal rivets, resistant and suitable for the hard work of gold seekers in the San Francisco area.
The particular idea arises not only from one specific need but also from the intuition to improve and facilitate the usability of the pockets trousers, thus giving life to the famous blue jeans. The first dungarees called XX until 1890, they were the prototype of what over the years became the 501 jeans, the best-selling work trousers in the United States.
And it was before 1900 that the famous label was created Two Horse, registered as a trademark and printed on the leather patch, the unmistakable symbol of the brand.
Source: Levi Strauss & Co
The timeless jeans have marked major changes in culture and not only in terms of style and clothing. Levi’s have in fact represented for years the sense of freedom and independenceso much so that in his first commercials the protagonists were cowboys, free men dedicated to livestock and the land.
Source: Levi Strauss & Co
The post-war cultural revolution
After the war the brand change its placement: from essential garment for work to that leisure casual.
However, maintaining that recognizability of a rebellious and provocative character. From the 60s to the 90s, the 501 marked a social revolution: worn by the youngest manage to clear the denim fabric, transforming it into an authentic symbol of every type of culture and social status.
From schools to colleges, hippies to rockers, celebrities to greasers to bikers: jeans become a counterculture must-havesan irresistible and indispensable object of desire that evokes charm, mystery and still freedom, like James Dean.
Original Route 66 | Vintage Levi’s 1976
Laundrette – 1985
In the 80s the 501s are synonymous with attraction, they evoke that mysterious sensuality expressed by sex symbols that are most often unattainable.
It is also thanks to these courageous advertisements of the time that many stars started their careers. Just think of the model and (and late) singer Nick Kamento the Italian-American model Mario Sorrenti or at best known Brad Pitt.
Camera – 1991
Because the originals stand the test of time.
Pool Hall -1991
Levi’s 501 commercials also include songs that are considered milestones in music or that have become famous thanks to commercials and that we inextricably link to the brand. Who does not remember Boombastic on Shaggy, Inside of the Stiltskin e Flat Beat of the Dj Mr Oizo on which the iconic puppet Flat Eric faceva headbanging?
Boombastic -1995
Flat Eric -1999
Creek – 1994
Blind Man -1996
In the early 2000s, Levi’s 501 launches the global campaign Live Unbuttoned in which, through various advertisements, the freedom without conditioning and you are urged to have one positive vision of life and loosen inhibitions, to “unbutton” in the same way in which the famous jeans are unbuttoned.
Unbuttoned – 2008
In 2014 the new campaign Live in Levi’s which includes several advertisements, aims to reinvigorate the soul of the brand, celebrate its optimistic spirit and highlight theauthenticity of the product together with that of each person.
The narration becomes more consistent, more committed, in which theevolution of valuesclose to a society that even in this era is showing a revolution.
As well as Circles of 2018 that reinforces the concept through sharing.
Levi’s stands as that common thread between different generations while promoting the ideals of inclusiveness and progress. The values of the brand are celebrated which, over the years, historical and cultural moments have always brought into being connection people, who authentically express their own individuality within a large, and constantly evolving, community.
We expect a new change and a new story to hear, but always wearing the same unchanging, iconic jeans.
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