In celebration of the 150th anniversary of Levi’s 501 jeans, the brand has named NewJeans, the beloved South Korean K-pop girl group as their new global ambassadors. The year-long partnership – spanning Spring/Summer ‘23 and Autumn/Winter ‘23 – will include a new campaign featuring the brand, 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 reimaginings of 2000s sounds seamlessly blended with K-pop. NewJeans has earned fans worldwide for their innovative aesthetics. 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.
The group’s name, “NewJeans,” refers to their aspirations to become timeless icons of a new era, like jeans, that people never become tired of putting on. No jeans have been more timeless than Levi’s 501 Originals.
To kick off their partnership, Levi’s will release 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 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 represent the brand as a global ambassador.
