Rolling Loud and Levi’s® announced their global partnership earlier this year, celebrating 50 years of hip-hop and 150 years of the iconic Levi’s® 501® jeans with a specialized merch capsule sold at Rolling Loud events, along with activations and events across the globe.
To celebrate the dual anniversaries, Rolling Loud and Levi’s announce a special 501® Day celebration on May 20th–the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants–featuring four club concerts in four different cities; Tokyo, Paris, London, and Oakland.
The series of concerts offers fans a unique opprotunity to see beloved artists, including Kehlani, Little Simz, Headie One, and Lil Tecca, perform in a more intimate setting. Tickets for 501® Day club shows can be found at rollingloud.com/levis501, and view details about each individual show below.
Oakland, CA, US
Supporting: DJ Five Venoms, more TBA
Venue: The Fox Theater
Headliner: Little Simz
Supporting: K Trap, Unknown T, Sainte
Headliner: Headie One
Supporting: Franglish, Lujipeka
Venue: Élysée Montmartre
Headliner: Lil Tecca
Supporting: Aklo, Tana, DJLEAD
Venue: Spotify O-East
Style and fashion have always been cornerstones of hip-hop as a culture. When hip-hop first emerged from New York City house parties 50 years ago, many of its pioneering artists sported Levi’s®. Each 501® Day club show will include unique Levi’s® x Rolling Loud 501® Day merchandise that speaks to the city and celebrates its character
“For years, Levi’s® have been the uniform for both the fans in the crowd and the artists on stage at Rolling Loud,” said Rolling Loud Founders Matt Zingler and Tariq Cherif. “Because so many of our fans are there for the music as well as the merch, we’re excited to have one of the most influential apparel brands of all time design special clothing for each event. We’re also honored to serve as Levi’s® first global partner and to celebrate history by bringing Rolling Loud events to new cities.”
“As we commemorate the 150th anniversary of Levi’s® historic 501® jeans, we’re thrilled to partner with Rolling Loud to support the artists, enhance the fan experience, and reflect on hip-hop’s incredible historical journey,” said Mark Foxton, Head of Global Partnerships and Collaborations at Levi Strauss & Co. “No festival brings together more people to celebrate the culture of hip hop than Rolling Loud and no piece of fashion has been as central to hip-hop as the 501® jeans. Through exclusive merchandise and unique activations, we truly want to amplify the authentic connections at these incredible festivals and shows.”
Rolling Loud’s partnership with Levi’s continues through Rolling Loud’s run of global festivals this summer, starting with Rolling Loud Rotterdam, continuing in Europe with Rolling Loud Portugal and Rolling Loud Germany, and culminating with Rolling Loud Miami, the brand’s flagship festival. These festivals will feature a special Levi’s® x Rolling Loud capsule collection with limited-edition merchandise designed by local partners. Additionally, each festival will offer an all new Levi’s® Tailor Shop experience where designers are available on site to fulfill customization requests. Members of Levi’s® Red Tab™ program – which offers exclusive early access to the latest collabs, limited-edition launches, and sales – will receive exclusive access to merchandise and experiences at the festivals and shows.
Tickets and information for Rolling Loud Rotterdam (June 30 – July 1), Rolling Loud Portugal (July 5 – 7), Rolling Loud Germany (July 7 – 9), and Rolling Loud Miami (July 21 – 23) can be found at rollingloud.com.
Limited Levi’s® x Rolling Loud merchandise will be available for purchase at levi.com.