Presenting the most iconic jeans as an ever-expanding story, written and rewritten by everyone who fastens up the fifth button.

Celebrating the 150th anniversary of its iconic 501&reg; jeans, denim brand Levi&rsquo;s has launched a year-long campaign: &ldquo;The Greatest Story Ever Worn.&rdquo; It presents the most iconic jeans as an ever-expanding story, written and rewritten by everyone who fastens up the fifth button.

The first historically-based film, Precious Cargo, tells the story of Levi's 501&reg; made their way to Kingston, Jamaica in the 1970s. Directed by Melina Matsoukas and shot by academy award-nominated cinematographer Bradford Young, the film is a celebratory exploration of an island that&rsquo;s distinct style, rhythm, and soul has reverberated across the globe.

    0:02 / 1:14   One Influential Island in the Greatest Story Ever Worn | Precious Cargo Extended | Levi's

One Influential Island in the Greatest Story Ever Worn | Precious Cargo Extended | Levi's

The second film, Fair Exchange, tells the story of a beloved family bellcow and the son who swapped the beast for a pair of 501&reg; jeans. Directed by Martin de Thurah and shot by acclaimed cinematographer Kasper Tuxen, a cold Georgian winter is the backdrop to a film that explores 501&reg; jeans as a beacon for something bigger &ndash; a dream.

One Fair Exchange in the Greatest Story Ever Worn | Fair Exchange | Levi's

Finally, the third film, Legends Never Die, tells the true story of one devoted Levi&rsquo;s wearer who requested to be buried in his 501&reg; jeans &ndash; a final wish that many people have relayed to the brand over the years. This legend asked all funeral attendees to wear their 501&reg; jeans too.

Going Out in Style in the Greatest Story Ever Worn | Legends Never Die | Levi's

The launch of The Greatest Story Ever Worn kicks off the celebration of the 501&reg; jeans&rsquo; 150th anniversary, and along with the film, Levi&rsquo;s&reg; is re-releasing its classic 1954 501&reg; fit for men and 1981 501&reg; for women, as well as a whole new range of finishes for both the 501&reg; Original and the 501&reg; &rsquo;93.

Levi’s 501: The Greatest Story Ever Worn

Levi’s 501: The Greatest Story Ever Worn

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