In the 170 years since their founding, the brand of Levi Strauss & Co, more commonly known as Levi’s, has become almost synonymous with the image of jeans themselves. As a testament to the extent of their brand, Levi’s were the innovators that originally patented the ubiquitous copper rivets seen at corner points of pockets and stitch lines, as well as one of the key players that brought the denim blue jeans into the market with their iconic Levi’s 501®.

Now, Levi’s is celebrating the 150 years of the 501® through a limited multilingual anniversary collection. 10 models are featured, each with a different world language on the jacron (brand patch stitched onto the rear waistband), buttons, tabs and more. The collection is an ode to a decade and a half of history behind the design as it spread across nations and cultures.

The anniversary collection is being released as part of a massive worldwide campaign, titled ‘The Greatest Story Ever Worn’. The year-long campaign involves the brand’s websites posting stories about the 501 through the years, flagship stores hosting ‘501 Experience’ events with sales, denim workshops, live customisation sessions, even NewJeans-themed afterparties. It’s clear the brand is proud of its legacy, and considering just how widespread their offerings are, they should be.

Levi’s is releasing 501 pairs of the 150th Anniversary 501® Original Jeans “Korea” version on Levi’s Korea web store for a retail price of 219,000 South Korean won (roughly US$165). The release date is unconfirmed, but a release on 20 May 2023, dubbed “501 Day”, is likely. Similarly, release information on the remaining 9 versions of the anniversary-edition 501® jeans is currently up in the air – but you’re likely to find them in Levi’s popups happening throughout the year as part of their ‘The Greatest Story Ever Worn’ campaign. Information about their campaign pop-ups and events can be found on Levi’s regional websites.

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