In celebration of the 150th anniversary of the 501® jean, the brand has named NewJeans, the beloved South Korean K-Pop girl group, as their new global ambassadors…

The year-long partnership will include a new campaign featuring the brand as well as concerts and appearances. NewJeans – an all-girl group featuring members MINJI, HANNI, DANIELLE, HAERIN, and HYEIN – has stolen the hearts of Gen-Z with their forward-thinking re-imaginings of 2000s sounds seamlessly blended with K-pop. Known for their Y2K-inspired fashion mixed with modern trends, NewJeans have become idols for Gen-Z while demonstrating the influence of K-Pop on global fashion. 

To kick off their partnership, Levi’s® will be releasing a brand campaign featuring NewJeans that celebrates the group’s positive energy and each member’s unique personality all while wearing items from the upcoming Levi’s®Spring/Summer 2023 collection. The inspiring and iconic group can be seen sporting the 501® ’81 and 501®Original as well as Levi’s® t-shirts, denim shirts and truckers. Additionally, NewJeans will celebrate 501® Day on May 20th – the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants – in Seoul with a live performance. 

Throughout the year, NewJeans will continue to celebrate the 150th anniversary of Levi’s® 501® jeans and will represent the brand as a global ambassador.

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