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

Recommended posts for you

Fashion

Michelle Dee and BJ Pascual Explore Seoul in the Rokh H&M Collection

Fashion

Here’s Where You Can Watch the Louis Vuitton Women’s Voyager Show

Fashion

Meet Jeremy Bautista, the Young Designer Behind h._.waa

Fashion

How to Style Green: The Hottest Color of the Summer

Hommes

Atmos Opens First Philippine Store in BGC

Fashion

K-Pop Group LE SSERAFIM Wore Custom Louis Vuitton at Coachella 2024

Fashion

Celebrate Sustainable Fashion at Fashion Revolution Week 2024

Bijoux

Cartier Celebrates 100 Years of Love With the Trinity Centenary Campaign