Levi’s is releasing three short films that explore original stories from around the world celebrating 150 years of 501 jeans.
2023 marks the 150th anniversary of Levi’s 501 jeans; to commemorate the countless stories – from the mundane to the momentous – of fans in their 501 jeans, Levi’s is launching The Greatest Story Ever Worn campaign, a year-long celebration.
As part of the launch of the campaign, Levi’s is releasing three short films, directed by Martin de Thurah and Melina Matsoukas, titled The Greatest Story Ever Worn, that explore original stories from around the world celebrating 150 years of 501 jeans.
With these stories, as well as others inspired by true events, The Greatest Story Ever Worn celebrates the 501 jeans’ incredible past and its role in countless historical, cultural and personal moments in order to inspire a new generation to write the next chapter.
The Greatest Story Ever Worn presents 501 jeans as an ever-expanding story, written and rewritten by everyone who fastens up the fifth button. More than a pair of jeans, they are not just one person’s story, but everyone’s story. This ever-expanding narrative features a collection of characters, events, ambitions and memories from everyday heroes to unbelievable icons.
Chris Jackman, VP of brand marketing at Levi’s, said: "Few products, let alone pieces of clothing, have been as consistently present for so many human experiences, for as long as the 501.
"Coming from the humblest of beginnings as workwear pants, Levi’s® 501® jeans have become a blank canvas for self expression that transcends the boundaries of culture, and class. This is an incredible moment and milestone for the Levi’s® brand and through The Greatest Story Ever Worn campaign we aim to celebrate the legacy of the 501®, its unrivaled breadth and global relevance, and to inspire the next chapters."
The first historically based film, Precious Cargo, shares the story of how 501 jeans made their way to Kingston, Jamaica in the 1970’s and how Jamaica turned and made them uniquely their own. Directed by Matsoukas and shot by cinematographer Bradford Young, the film is a celebratory exploration of an island that’s distinct style, rhythm and soul has reverberated across the globe.
Matsoukas said: “Early Levi’s spots were some of the pieces that actually inspired me to pursue commercial filmmaking. It is an honor to now be part of their cinematic legacy.
"I always gravitate toward brands and creatives who lean into authentic storytelling and, with this piece, we were able to pay homage to a small but powerful story from the vast history of Levi’s. Everyone involved was willing to push the idea of commerciality and I believe that courage led to us creating a beautiful film.”
The second film, Fair Exchange, tells the story of a beloved family bellcow and the son who swapped the beast for a pair of 501 Jeans, much to his family's dismay. Directed by de Thurah and shot by cinematographer Kasper Tuxen, a cold Georgian winter is the backdrop to a film that explores 501 jeans as a beacon for something bigger – a dream.
The third film, Legends Never Die, tells the true story of one devoted Levi’s wearer who requested to be buried in his 501 jeans – a final wish that many people have relayed to the brand over the years. This specific fan asked all funeral attendees to wear their 501 jeans too. Also directed by de Thurah, the film is a reflection on the type of collective love that would inspire a group of people to show up in denim for a beloved family member and friend. It is a celebration of humanity and the inextricable connection between a man who truly lived in his Levi’s 501 jeans.
“I was intrigued by the challenge to create little stories in a mini format that together tell an even bigger story. Levi's is an iconic brand and being able to celebrate the 150th anniversary alongside my favorite people was a wonderful opportunity," said de Thurah.
The launch of The Greatest Story Ever Worn kicks off the celebration of the 501 jeans’ 150th anniversary. More stories will be shared throughout 2023 along with milestone celebrations around the world.
Credits:
Creative concept and direction: Droga5
Directors: Melina Matsoukas and Martin de Thurah
Photographer: Jason Nocito
Stylist: Mobolaji Dawodu
