New Levi’s 501 Modeled by Kid Cudi and More in Star-Studded Campaign
The number that changed everything.
Approaching the 150th anniversary of Levi’s Original 501®, the American clothing brand is introducing its newest re-interpretation of the global icon — the 501® ’90s jeans.
True to its name, this year’s iteration captures the style of comfort emphasized in the late ’90s and sees a more relaxed fit through the seat and leg while still keeping the timeless design’s foundational blueprint, including the button fly, straight leg, and Red Tab. From actor-producer and hip-hip sensation Kid Cudi and artist-designer Tremaine Emory to founding member of legendary Beastie Boys‘ Mike D and fashion icon Nathan Westling, seven trailblazers were welcomed by Levi’s in celebration of the Original 501®’s history and lasting impact around the world in conjunction with the 501® ’90s’ launch.
With each individual’s authenticity and unique perspectives, the star-studded campaign lookbook perfectly embodies the versatility of the Original 501® and its evolutionary iterations since 1873. Art and fashion director Gia Seo; first Black woman Vogue cover stylist Gabriella Karefa-Johnson; and model-musician and member of the punk band The Paranoyds, Staz Lindes are other visionaries encapsulating the “badge of youthful rebellion” and the “staple of casual style” the 501® is described to be.
“With denim, nostalgia can be a source of both comfort and style. Having that favorite worn-in pair of jeans from the past is what we aim to capture with the new 501® ’90s jean–it taps into that vintage look & feel, but it’s been made fresh and modern for today. It’s inspired by the way people were wearing our 501s in the late ’90s. A bit more relaxed, midrise, with just the right amount of bagginess in the leg – easy, effortless and cool.” said Karyn Hillman, Chief Product Officer of Levi Strauss & Co.
The ‘501®: The Number That Changed Everything’ Campaign is now live on Levi’s site.
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