Levi’s classic 501 jeans turn 147 years old on Wednesday, 501 Day, and the brand is celebrating in style.
The original pair of jeans was first developed on May 20, 1873—the day Levi’s received a patent for the first-ever riveted pants. To celebrate, the heritage brand announced it will host a full day of Instagram Live performances as part of its popular 5:01 Live series, which it launched in response to the COVID-19 pandemic.
Beginning at 7:00 a.m. PST on what it’s calling Global 501 Day Live, the brand will host 5:01 Live performances from artists such as Swae Lee, Ari Lennox, HAIM, Mahalia, Raja Kumari, G Flip and Se So Neon.
The schedule also includes DIY sessions with model Lily Aldridge and visual artists Leo Mahalo and ZHC. It will also include a presentation on the history of the 501 jeans led by Levi’s lead historian Tracey Panek and Levi’s Vintage Clothing’s head designer Paul O’Neill, and give viewers a peek at new and exclusive 501 collaborations.
“Through Levi’s 5:01 Live, we learned just how many of our fans want to tune into seeing their favorite performers at-home in an intimate setting, and we wanted to bring to life an even greater experience with a full lineup to celebrate the storied 501,” says Jennifer Sey, chief marketing officer for Levi Strauss & Co. Global Brands.
“We have a unique opportunity to, for the first time ever, give everyone access to some of the best that Levi’s has to offer, including performances from our favorite musical artists and access to the Levi’s archives—both of which are normally only available to those who attend our events or come to San Francisco,” she continued.
During Global 501 Day Live, the brand will also release a limited-edition Levi’s Vintage Clothing 1971 “Golden Ticket” 501 Jean for denim heads.
The jeans will feature its classic red tab with either a big “E” or a small “e,” a nod to the brand’s label transition in 1971. Out of the 501 pairs of jeans produced, only five will have a big “E” red tab—and shoppers won’t know which version they have until they unwrap the gold foil covering the tag. The jeans, made of 12-ounce Cone Mills White Oak red selvedge denim, retail for $500 and will be available on Levi.com.
The same day, the brand will drop an exclusive Levi’s x Golf capsule collection designed in collaboration with Golf Wang, the brand founded by musician Tyler, the Creator. The collection offers a 501 jean and Trucker jacket made with matching polka-dot white denim. Jeans retail for $150, and jackets retail for $190. The line will be available on the Levi’s app, Levi.com and Golfwang.com.