In order to commemorate the 150th birthday of their renowned 501 jean, Levi’s has launched the “The Greatest Story Ever Worn” campaign.
The 501 was born when Levi Strauss and Jacob Davis were granted a patent on the process of riveting pants by the U.S. Patent and Trademark Office on May 20, 1873. Levi’s used lot number 501 for the first time in 1890 to denote the highest quality jeans it offered.
The campaign, which consists of three short films made by Martin de Thurah and Melina Matsoukas, explored unique tales of the first jean fashion.
The campaign will make its debut at the Grammy Awards.
According to Levi’s, “The campaign celebrates the 501 jeans’ remarkable legacy and its participation in innumerable historical, cultural, and personal moments in order to inspire a new generation to write the next chapter through these and other tales based on actual events.”
“Working with Levi’s represented a complete circle experience,” Matsoukas said.
She claimed that some of the earliest Levi’s commercials served as inspiration for her decision to pursue a career in commercial filming.
“I always gravitate toward brands and creatives who lean into authentic storytelling and, with this piece, we were able to pay homage to a small but powerful story from the vast history of Levi’s,” She added.
The second short movie, “Legends Never Die,” is based on a real-life incident involving a dedicated Levi’s wearer who asked to be interred wearing his 501 pants.
According to Levi’s, the de Thurah-directed movie honors humanity and the unbreakable bond between men who actually lived in Levi’s 501 pants.
The third movie, which is also directed by de Thurah, is based in Georgia and relates the tale of a little kid who traded his family’s cherished bell cow—the herd’s alpha cow—for a pair of jeans.
“I was intrigued by the challenge to create little stories in a mini format that together tell an even bigger story. Levi’s is an iconic brand and being able to celebrate the 150th anniversary alongside my favorite people was a wonderful opportunity,” de Thurah said.