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Levi’s Partners with V&A Museum for ‘Revolutionary’ Exhibition

London’s Victoria & Albert Museum (V&A) is partnering with Levi’s for a new exhibition showcasing the cultural and political changes of the 1960’s.

The upcoming exhibition You Say You Want a Revolution? Records and Rebels 1966-70 explores the culture of rebellion as told through music and its influence on fashion, art and politics during these years. Iconic styles like Levi’s 501 and 505 jeans were unequivocally linked with this era, becoming symbols for authentic self-expression and a blank canvas for creatives and the anti-establishment movement.

“The 60s were not only a defining moment in popular culture but also a period when Levi’s was at the forefront of the generational and social zeitgeist,” said Richard Hurren, vice president of Levi’s North Europe. “With the continued influence of the 60s on culture and society today, including current fashion trends and denim in particular, we believe that our partnership with the V&A is a perfect fit and that there is no better place to showcase the art, design and performance from such a defining and prolific era.”

Levi’s jeans also became the unofficial uniform of choice for trailblazers and musicians who came to define the decade, including Jefferson Airplane and the Rolling Stones. Later these artists would go on to influence others like Debbie Harry and The Ramones, all of whom also became known for rocking their 501 and 505 jeans.

You Say You Want a Revolution? opens to the public on Sept. 10 , 2016.