London, UK – Levi’s® opens the doors to the 501® Experience, celebrating the 150th anniversary of the 501® Jean through a programme of immersive installations and experiences, and performances in London. Bringing to life the brand’s long-standing association with music, specifically Soundsystem culture, the 501® Experience is open to the public for four days in Shoreditch, opening on Thursday 18th May and closing on Sunday 21st May.   

Celebrating 150 years on 20th May, the 501® is one of the most enduring icons of global style and the original template from which all other jeans have descended. It holds a unique position for people from so many backgrounds as a signifier of identity, experience, and self-expression on both a local and global scale. From mods in London buying the smallest possible size for a tight fit; to punks tapering and bleaching the iconic straight leg jean and hippies inserting triangles into the bottom to make flares. It’s this expanding anthology of original stories from around the world that the SS23 Levi’s® campaign Greatest Story Ever Worn tells.

Don Letts says “From the 70s to the present day in Jamaica, the 501® still leads the way. The island’s love affair with the classic jean has roots in Sound system culture, where style and functionality are crucial. It’s a constant that has been adapted by various artists spanning Reggae, Drum and Bass, Jungle, Grime and more. In the 21st century Sound system culture has grown to a global phenomenon, just like the iconic 501®”. 

On the anniversary itself, Levi’s® is also joining forces with Rolling Loud as a global partner for a series of events and club shows in San Francisco, Paris, Tokyo, and London. The London event will take place at Koko, and feature performances from K-Trap, Unknown T and headliner Little Simz. Exclusive Rolling Loud merchandise will also be available for purchase at the 501® Experience.