The Levi’s® 501® jeans is one of the most iconic pieces of clothing ever made. It’s been lived in and worn the world over, transcending borders, cultures, languages, and generations. And in 2023, it was celebrating a massive milestone: its 150th anniversary.

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For Levi’s® largest brand initiative ever, we needed to honor the billions of devoted wearers worldwide and inspire the next generation to fasten up a pair. We needed to tell the legend and lore of the original blue jeans. So, we told “The Greatest Story Ever Worn,” a global anthology based on the true exploits of Levi’s® 501® wearers from the past 150 years.