Levi’s® Debuts The Greatest Story Ever Worn Marking the 150th Anniversary of theIconic 501® Jean
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 the 501® Jean. 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.
2023 marks the 150th anniversary of Levi’s® 501® Jeans, one of the most enduring icons of global style and the original template from which all other jeans have descended. The 501® Original has been worn by millions of changemakers, risk takers, experimenters, thinkers, icons and creatives over the course of its brilliant 150 year history.
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 the 501® Jean. 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.
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 Melina Matsoukas and shot by academy award nominated cinematographer Bradford Young, the film is a celebratory exploration of an island that’s distinct style, rhythm and soul has reverberated across the globe.
“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 piece of history. Droga5 have been incredible partners who are willing to push the idea of commerciality and I love that courage. We are cut from the same cloth in that way.”– Melina Matsoukas
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 Martin de Thurah and shot by acclaimed 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.
And finally, 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 Martin de Thurah, the film is a beautiful meditation 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.
“For 150 years, we’ve bore witness to the greatest story unfolding. The story of the everyday exploits of 501® wearers. Unearthing these more intimate, unexpected and unbelievable stories from the archives, it brings us great joy to be able to bring these true stories to light in celebration of an iconic milestone and iconic product. Rare are those who have made it this far without skipping a beat, but that’s the magic of the 501® jean. And 150 years on, The Greatest Story Ever Worn is still being written.” – Tom McQueen, Group Creative Director, Droga5
