Every year on May 20, we celebrate the jean that started it all. This year, we're hosting concerts, throwing in-store events and releasing a limited-edition collection all on May 20, all around the world. Get in on the celebration below.


In 1873, workers who flocked to the American West in search of fortune needed pants that could work and endure, so Levi Strauss and Jacob Davis combined quality denim and rivet reinforcements, creating the first pair of blue jeans: the Levi’s® 501® Original.


Watch the story of Levi's®, from invention to icon.
“They are a representation of every single period, the way a good piece of design is.” - Jim Walrod. DESIGN GURU
Episode 1 - the 501® Goes to work
Episode 2 - Style
Episode 3 - Rebellion
Episode 4 - 501® Goes to work
Episode 5 - Music
Episode 1 - the 501® Goes to work 6:18

Trace the 501® Jean's journey from the coal mines to the creative class.

Episode 2 - Style 5:25

For the first time Levi's® are worn for their look, rather than function.

Episode 3 - Rebellion 4:55

From biker clubs to art movements, the 501® serves as the symbol for counterculture.

Episode 4 - JAPAN 8:16

Japan adopts an American icon and turns it into something so much greater.

Episode 5 - Music 6:05

Music explores the relationship between music and the 501® Jean.