On 16 February 2023, in San Francisco, California. The Levi’s® 501® jeans, one of the most enduring symbols of fashion and the model from which all subsequent jeans have been derived, will celebrate their 150th anniversary in 2023. Over the course of its bright 150-year existence, millions of innovators, risk-takers, experimenters, thinkers, icons, and creatives have donned the 501® Original.
To commemorate the countless stories – from the mundane to the momentous – of fans in their 501® jeans, Levi’s® is launching The Greatest Story Ever Worn campaign, a year-long celebration. As part of the launch of the campaign, Levi’s® is releasing three short films, directed by Martin de Thurah and Melina Matsoukas, titled The Greatest Story Ever Worn, that explore original stories from around the world celebrating 150 years of 501® jeans. With these stories, as well as others inspired by true events, The Greatest Story Ever Worn celebrates the 501® jeans’ incredible past and its role in countless historical, cultural, and personal moments in order to inspire a new generation to write the next chapter.
The 501® jeans are portrayed in The Greatest Story Ever Worn as an ever-expanding narrative that is being created and reinvented by everyone who fastens the fifth button. They represent everyone’s journey and are more than just a pair of jeans. The characters, incidents, goals, and memories in this ever-evolving story range from common people to extraordinary icons.
“Few products, let alone pieces of clothing, have been as consistently present for so many human experiences, for as long as the 501®. Coming from the humblest of beginnings as workwear pants, Levi’s® 501® jeans have become a blank canvas for self-expression that transcends the boundaries of culture, and class. This is an incredible moment and milestone for the Levi’s® brand and through The Greatest Story Ever Worn campaign we aim to celebrate the legacy of the 501®, its unrivaled breadth and global relevance, and to inspire the next chapters.” – Chris Jackman, VP of Brand Marketing, Levi’s.
Precious Cargo, the first historically accurate movie, tells the tale of how 501® jeans arrived in Kingston, Jamaica in the 1970s and how Jamaica adapted them to become wholly her own. A joyous examination of an island whose distinctive style, rhythm, and spirit have resonated around the world, the film is directed by Melina Matsoukas and filmed by academy award-nominated cinematographer Bradford Young.
“Early Levi’s spots were some of the pieces that actually inspired me to pursue commercial filmmaking. It is an honor to now be part of their cinematic legacy. 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. Everyone involved was willing to push the idea of commerciality and I believe that courage led to us creating a beautiful film.” – Melina Matsoukas
The second movie, Fair Trade, is about a beloved family bellcow and the son who, much to his family’s disappointment, traded the animal for a pair of 501® Jeans. A film on the 501® jeans is directed by Martin de Thurah and shot by renowned cinematographer Kasper Tuxen against the backdrop of a chilly Georgian winter.
The third movie, Legends Never Die, depicts the factual reflection of a dedicated Levi’s® wearer who asked to be interred in a pair of 501® jeans, a last request that many customers have expressed to the company over the years. This particular admirer requested that everyone who attended the funeral does so as well. The movie, which was also directed by Martin de Thurah, is a lovely illustration of the kind of group devotion that might motivate a crowd to turn out in denim in support of a dear friend or family member. It is a celebration of mankind and the unbreakable bond between one man and the Levi’s® 501® jeans he actually lived in.
“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.” – Martin de Thurah
The 150th-anniversary commemoration of the 501® jeans is launched with the release of The Greatest Story Ever Worn. Throughout 2023, there will be more stories shared along with milestone celebrations all throughout the world.
Watch the films here:
Legends Never Die:
Fair Trade
Precious Cargo
Film Credits: Creative concept and direction: Droga5 Directors: Melina Matsoukas and Martin de Thurah Photographer: Jason Nocito Stylist: Mobolaji Dawodu
Stay tuned to Brandsynario for more news and updates.
