May 25, 2022

Levi’s® Celebrates the 501® Jean With an Immersive Experience in johannesburg

On 20 May 1873, the world’s first blue jean received its official patent – a day now commemorated each year as “501^® Day”. The Levi’s^® 501^® jean‘s distinctive five-pocket design, straight fit and button fly has come to signify rule-breaking, gender-bending, wear-it-how-you-want effortless cool. What was once a utilitarian uniform has become the fit favoured by everyone from pop stars and politicians to tech rebels and rockers – and it’s the blank canvas for the creative expression of style-setters. Mystery surrounds why “501^®” was chosen, but one thing is for certain: it’s the number that changed everything.

To celebrate 149 years of epic denim, Levi’s^®hosted a 501^® Day event at Levi’s^® Haus of Strauss Africa, setting the stage for the icon’s 150^th birthday in 2023. Levi’s^® honoured the iconic Levi’s^® 501^® jeans with a space that immersed guests into the world of 501^®.

The event experience began with interactive stations such as tote bag laser printing, where guests were able to select a design to be printed on a unique denim tote. There were also 501^® fortune cookies, and a station where you could write a postcard for a friend. Guests then journeyed through a 501^® denim tunnel that signified the road to 150 years. Additional spaces at the event included some insight into 501^® history and an outdoor projection area to enjoy an array of 501^® content.