KUALA LUMPUR, May 24 — In May 1873, a young San Francisco company was granted a patent on the process of riveting pants which would eventually become known as the 501 jeans.
Fast forward 150 years, these same pants have entrenched themselves as one of the most enduring icons of global style and the original template from which all other jeans have descended.
As 2023 marks the 150th year of its iconic 501 jeans, Levi's is throwing a year-long celebration.
To commemorate the 501 jeans, which serves as a blank canvas for self-expression by the millions who have worn it over the years, the brand created global campaign The Greatest Story Ever Worn.
And to inspire the next generation, Levi's recently organised a two-day immersive 501 Experience in the heart of Kuala Lumpur at REXX KL.
The venue was fully transformed into a spectacle, offering a tapestry of activities, designed to engage denim enthusiasts.
Amongst the highlights were the early preview of limited Levi’s 150th Anniversary collections, a retail pop-up, tailor shop customisation, multiple artistic displays, upcycling workshops, special performances by local artists and DJ gigs to conclude the nights.
The event showcased a series of performances by popular artists such as Dolla, Yonnyboii and hip-hop legend Joe Flizzow.
Their performances added a layer of excitement, making it an unforgettable night for all in attendance.
