Across generations, Levi’s has been an iconic go-to brand for quality jeans. In fact, the brand is celebrating its 150th anniversary this year.
To mark this significant milestone, the fashion brand through its The Greatest Story Ever Worn campaign unveiled its 2023 collection featuring a range of denim products including jeans, jackets, and shirts that are designed to cater to the modern fashion-conscious consumer.
Levi’s is re-releasing its classic 1954 501 fit for men and 1981 501 for women, as well as a whole new range of finishes for both the 501 Original and the 501 ’93.
Leading the 501 charge this season for men is the new Levi’s 501 ‘54 jean. Inspired by the fit of the original 1954 501, the new ’54 features a higher rise with a slimmer, slightly tapered leg than the 501 Original and the 501 ’93.
For women, the new 501 fit this season is the 501 ’81, based on the very first women’s 501 released in 1981. Structured more like mom jeans, it sits higher on the waist with a higher rise and features a slightly tapered leg—the perfect tribute to the quintessential ‘80s denim fit.
Along with the new 501 ’54 and ’81 fits, the 501 lineup is getting a new range of finishes inspired by jeans in the Levi’s archives, through naturally worn-in finishes on selvedge denim inspired by the archival Levi’s 1890 “Calico,” 1978 “Ricky,” and 1983 501.
Vintage-inspired craft and patchwork finishes are also available across the range of 501 ’54, 501 ’93, and 501 Original jeans, inspired by the popularity of vintage jeans, and the way people alter and repair their jeans to make them totally lived in and unique.
Also, as part of the launch of the campaign, the brand is releasing three short films, directed by Martin de Thurah and Melina Matsoukas, titled “The Greatest Story Ever Worn.” With these stories, some are 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.