LEVI’S / THE GREATEST STORY EVER WORN

In 2023, Levi’s celebrated 150 years of the 501 jeans with the 'The Greatest Story Ever Worn'. Spanning 37 markets and 19 languages, every piece of the campaign was inspired by the true stories of 501 wearers throughout history. From trading cows for denim, to counter-cultural flashpoints, thirteen captivating tales spoke of the shared narrative we have when we slip into those jeans.

By transforming the iconic Levi's red batwing mark into the pages of a book, it symbolized the unfolding chapters of the 150-year legacy. This motif is the embodiment of 'The Greatest Story Ever Worn', and an invitation to the next generation to add their own page.

See the full campaign, here.