Femke Lippens

18 May

Levi’s Celebrates 501 Day With a Virtual Music Festival

Ultimate Levi’s stans will know 20 May as 501 Day. While normally Levi’s hosts workshops to celebrate the anniversary of the infamous 501 jeans, its 147th birthday will be a bit different. Due to the regulations, Levi’s is now creating a one-day virtual festival with musical acts from all across Europe.

Only at the mention of the 501, nearly everyone can picture the classic shape of the Levi’s jeans. Ever since the company’s birth in 1873, they have become a staple in many generations’ closets. Therefore, it’s only fair to organize a day of music, style, and self-expression to celebrate the iconic piece.

The line-up consists of artists like British R&B singers Mahalia and Maverick Sabre. Belgium will be represented by a list of all-female talent, including Antwerp Soul singer Sunday Rose, Cyra Gwynth, and Yseult.

Yseult by Robin Joris Dullers for Enfnts Terribles

Other than dance along to your favorite acts, you can discover more about Levi’s history. Historian Tracey Panek gives a run-through of the brand’s historical highlights, and German streetwear blog Highsnobiety’s David Fischer and Jeff Carvalho discuss the social and cultural impact that the 501 jeans had. You can also learn how to transform your jeans with denim DIY tutorials by in-house tailors.

Jaden Smith and Hailey Bieber for Levi’s

The festival is also a way to promote their new campaign featuring American model Hailey Bieber and rapper Jaden Smith.

“Levi’s has always been a symbol for the youth’s democratic inclusion and empowerment, and the choice of those who dare to demand a better future,” CMO of Levi Strauss & Co Jen Sey writes in an open letter, “Hailey’s optimism and authenticity and Jaden’s involvement for the environment and his passion to make responsible choices are inspiring. They dare us to be the best we can and that’s something we should all try to remember nowadays.”

The ultimate goal of 501 Day Live is to honor the history and cultural importance of the 501 while encouraging their followers to stay safe and to embrace the creative industry.

Belgian fans can tune into 501 Day Live on 20 May at @Levis_Belgium.

Photo credits: Levi’s

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