Levi's Unveils 501 Experience to Celebrate 150th Anniversary of Iconic Jeans in London

Levi Strauss has created a sonic experience to celebrate the 150th anniversary of its iconic 501s jeans. The 501 Experience features a programme of immersive installations and experiences, and performances in London. 

Bringing to life the brand’s long-standing association with music, specifically Soundsystem culture, the 501 Experience in Shoreditch is open to the public for four days in May and is inspired by Levi's global campaign, 'The Greatest Stories Ever Worn.'

Working with partners including the legendary musician, artist and presenter Don Letts and grassroots dance music community Keep Hush as programming partners, the 501 Experience pays tribute to bass culture and London's musical and cultural landscape, 

Visitors will be invited to step into the sounds of their favourite artists with a bespoke Levi’s sound system and Dub Console while a Bass Genes map will bring to life the history of Bass Culture in London curated by artist Cedar Lewisohn and photographer Yushy.

On-site customisation will be provided by Print Club London.

XYZ was responsible for the entire creative experience, from social and out-of-home communications to content and production. Exposure created an exciting line up of sound system pioneers including Channel One and Congo Natty alongside some of the best rising stars of the bass culture scene.

Anit Van Eynde, VP brand marketing North Europe says, “501® jeans have played a part in the lives of countless people around the world from different generations, backgrounds, and places. It’s these people who have made the 501® into the icon it is today. Listening, sharing, and celebrating those stories, from the smallest personal anecdotes to the moments and the movements that have shaped the world we live in today, has been a beautiful and rewarding experience. 150 years is a long time, and we are excited to see what the next chapter of the Levi’s® story has in store.”