On May 20th in, 1873, Levis’ introduced the 501 jeans. Today, over one hundred and fifty years later, these jeans have established themselves as one of the most enduring icons of global style and the original template from which all other jeans have descended.
Over the weekend, Levis launched an immersive activation experience open to the public until this Saturday at San Francisco's historic Skylight at the Armory.
“We are excited to celebrate one of the most important moments in fashion history right here in San Francisco, the birthplace of 501 jeans and a city we call home and consider a partner,” said Chris Jackman, Vice President of Global Brand Marketing at Levi Strauss & Co.
The 501 experience features an archival museum, opportunities for custom pieces, a hometown marketplace, and so much more.
People can come here to repair their favourite Levis, shop and participate in hands-on workshops on sustainability, upcycling, and denim design from hundreds of brand partners, including Nicole McLaughlin. There is even a denim workshop where the life of denim can be extended, repaired, collected and discussed.
There will also be live performances by Kehlani in collaboration with Rolling Loud, and DJ sets from many artists, including Anderson .Paak. Many vendors will also be located around the event, like Verve Coffee Roasters, Woodshop and Tunnel Records.
At the core of the 501 Experience is Chapters. This installation utilises the themes of history and legacy, icons, cultural impact, and unwavering devotion to telling the greatest story ever worn.
Not only does Chapters feature the oldest pair of Levi’s jeans, but it also showcases iconic denim worn over the years by pop culture icons like Harvey Milk, ultimately showing how these jeans went from workwear clothing for labourers and cowboys to a product that mirrored the course of socio-cultural history around the world and transformed fashion.
“So much creativity and passion went into designing this breathtaking experience. The moment you walk into the Skylight at the Armory, we want you to feel like you are entering something truly special.”
