In celebration of 501® Day, Levi’s crosses borders and embraces the South East Asian creative spirit with its one of a kind Travelling 501®.
Next year, Levi’s® will kick off the 150th anniversary celebration of this global icon, one that has seen so many iterations over its long and illustrious history. Button fly, straight leg, Red Tab may be the foundational blueprint, but each year sees a new, slightly re-interpreted fit of the original 501® to coincide with our current cultural and stylistic moment.
This year, to tap into the comfort so many are taking from all things late ‘90s, it’s the Levi’s® 501® ‘90s jean. With a more relaxed fit through the seat and leg, this Levi’s® 501® perfectly captures that late ‘90s vibe, when looser – and even a little slouchy – meant just the right amount of attitude.
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To celebrate the past, present and future of this globally beloved icon – and to help launch its latest iteration in Asia, the 501® ‘90s – Levi’s® has partnered with five visionaries across Southeast Asia who each perfectly embody the spirit of the Original 501® and possess a unique perspective that embraces the change needed to inspire growth and personal evolution. Featured in the campaign is Indonesian artist and illustrator Diela Maharanie, Malaysian model and embroidery artist Sheena Liam, Singaporean rapper and songwriter Yung Raja, Thai makeup artist extraordinaire turned Thai silk advocate Pearypie, and Filipino model, actress and all around creative Issa Pressman.
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To capture the voice and spirit of Southeast Asia, each visionary will add their flair to a single pair of Original 501® jeans which will travel across five countries from one visionary to another before culminating in the 501® Day event in Thailand, where the final artwork will be revealed to the public.
“The original 501® is a true icon and has been for almost 150 years. It’s a foundational piece in everyone’s closet, and the perfect blank canvas for individual style and self-expression, which was the inspiration behind the Travelling 501®. At Levi’s® creativity and originality have long been some of our core tenets as a brand, which is why we’re delighted to collaborate with these 5 visionaries who are all trailblazers in their respective countries and can’t wait to see what they do with the 501®!”, Herve Bullot, Marketing Director, East Asia Pacific.
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What began as a piece of highly durable workwear by the middle of the 20th century, would become one of the most iconic pieces of clothing ever made. A badge of youthful rebellion, a staple of casual style, a canvas for creative self-expression – the Original 501® jean is all things to all people which is what makes it so ideal for customisation. But most of all, it is a catalyst that changed the way we think about clothes. It helped us understand that a single item could be the launchpad for a person’s signature style.
The Travelling 501® perfectly embodies the spirit of the original in that whether it’s worn painted and customised, ‘80s-style faded and slim, ripped-up and baggy a la ‘90s grunge, or “borrowed” dad-style, the Levi’s® 501® transcends trends and has long signified effortless cool across generations. The Travelling 501® however, emphasises that it also signifies this across borders.
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In Singapore, local visionary Yung Raja is adding some hip-hop flair to the campaign, bringing his avant-garde lyrics and boundary pushing music to the campaign, with the aim of sharing about his culture and his background to The Travelling 501®. Based in the cosmopolitan city of Singapore, Yung Raja’s work aims to reinvent societal views in and out of his homeland, inspire the next generation of cultural conservators, and elevate Southeast Asian hip hop to world class stages through his music. Inspired by his love for Tamil movies and floral motives, Yung Raja will be adding some colour to the Levi’s® 501®, combining his love for both fashion and art to create something wonderful to celebrate self-expression on 501® Day.
