Levi’s® just celebrated the 150th anniversary of its most iconic design in a three-day event, and here are all the juicy details
Trends in the fashion industry may come and go in a blink of an eye. Which is why it takes something truly special to stay relevant for multiple seasons, let alone for a century and a half. What started off as a humble piece of garment for the working people, denim has now been present in the industry for multiple generations. However, whenever denim is mentioned, the classic Levi’s® red tag will always come to mind, and with their iconic 501® jeans turning 150 this year, the brand set forth in a year-long celebration of the greatest story ever worn.
The humble beginnings
The year was 1873 and along with that was the birth of the classic blue jeans. Specifically, it was the time Levi Strauss and Jacob Davis acquired a U.S. patent on adding small metal rivets to men’s workwear pants. Although denim has been present way before that historic year, it was the process of reinforcing the denim cloth that made it to what we now know as the Levi’s® 501® jeans.
Fast forward to 2023, exactly 150 years later, what started as an unassuming pair of utilitarian workwear is now considered to be one of the most popular pieces of apparel in the fashion world. To honor this extraordinary milestone, Levi® started a year-long celebration all over the globe. For the Philippines, it just so happened to be a three-day pop up event last May 19-21 at SM Mall of Asia.
The 501® Experience
The exclusive celebration was not just a simple event but an immersive experience altogether. Everyone had the chance to live the 501® Story as they socialized and mingle around as it was also a day for creating exciting connections through the 501® Experience.
Upon arriving, guests were greeted by a red carpet where they can start their photo ops from the get-go. With some of your favorite celebrities and content creators present, the day was charged with such thrilling energy as the program commenced with a guest appearance of Levi’s® campaign ambassador Maureen Wroblewitz, and a video greeting from K-pop stars NewJeans. A party is never complete without music pumping and live performances from your favorite local artists surely made the day more exciting.
As denim dominated the day, the interactive booths were one of the highlights of the event. The Tailor Shop and Collab Studio definitely stood out as people can get their Levi’s® denim wear specially designed with custom embroidery, exclusive patches, or have it hand painted. Guests could also have their very own styling sessions with one of their invited stylists at the Pop Up Shop. And of course, the dedicated photo booth proved to be a crowd favorite as guests got to commemorate the special day with their friends.
As a fashion piece that simply never goes out of style, this remarkable milestone is but a true testament to its endless influence and versatility—a true fashion icon. The celebration was simply not only a day to honor the brand’s profound heritage but to also kick off a brighter future ahead.
Creative Direction Kenneth Dimaano
Art Direction Brianna De Guzman
Photography Favour Ajah
Videography JR Ramirez
Brand Associate Elyse Ilagan