Levi’s® brand has kicked off their 150th anniversary celebration of its ‘most iconic design’ — the Levi’s® 501® jean and Jamaica is the backdrop for the ad campaign. Levi’s® released a statement saying that throughout the year “the brand will celebrate with those who made the garment what it is today and those who will drive its future success — consumers, employees and communities around the world.”
The “Precious Cargo” ad shot on location in Jamaica has Toots and the Maytal’s classic 5146 as its soundtrack with cameos from Everaldo Creary Of Nomaddz, Grammy nominated singer Jessie Royal and slew of other talent Jamaicans. Jessie commented on his instagram: “This was definitely an incredible experience and I am Overjoyed to be representing Ja in so many Different ways! Big up @levis for paying respect to Jamaica and highlighting the Real relationship!! Drop some 🇯🇲 flags and mek @levis feel the love!”
Levis posted the caption on Instagram the story of how the 501® made its way to Kingston, Jamaica :
“Chapter 103 – Precious Cargo In the 1970s, the 501® jean made it to Kingston. Then, Kingston made it their own. And that’s one influential island in the greatest story ever worn. Explore more stories and stay tuned for the next chapter as we celebrate #150YearsOf501 as worn by you.”
A statement made in the ad captions “when the 501® made it to Kingston, Kingston made it their own.”
“We’re extremely honored and proud to celebrate such an incredible milestone of an industry icon,” said Michelle Gass, president at Levi Strauss & Co. on a press release. “Levi’s® 501® jeans are not just a staple in closets everywhere, but a garment woven into the very history of apparel and design. It’s a product that has withstood the test of time and today continues to make the Levi’s® brand stronger than ever before with the Levi’s® 501® family growing nearly 30% compared to the year prior. You simply can’t tell the story of Levi’s®, or of fashion, without telling the story of Levi’s® 501® jeans.”
Levi’s® previously used Shaggy’s Boombastic as a soundtrack their claymation commercial where a character used the core of his Levi’s jeans to save a woman from a burning building as they both swing on a makeshift zipline into each other’s arms. The ad is widely credited for the success of Shaggy’s breakout hit due to the popularity of the jeans all over the world in key music markets.
Started out with Jacob Davis and his workwear innovation of copper rivets on canvas trousers on May 20, 1873, the influential piece of clothing has dominated fashion for the last 150 years. The 501® in particular has lived beyond time and culture, showing up in closets across generations.
“Since its invention in 1873, the Levi’s® 501® jean has taken on a life of its own, becoming a beloved global icon of culture and enduring style,” said Karyn Hillman, chief product officer at Levi Strauss & Co. “The 501® fit has transcended from pure utilitarian workwear to an everyday uniform adopted by fans in every corner of the cultural landscape, across multiple generations. With such a monumental anniversary for the brand, we’ve leaned into our history, while threading through innovation and modern design, to bring a unique and exciting range of Levi’s® products to consumers around the world.”
The Levi’s® brand will celebrate across all channels, both in person and through its app and website, to bring exciting and memorable experiences to fans everywhere, including.
