K-Pop Girl Group NewJeans is Levi’s new Global Ambassadors in celebration of the brand’s 150th Anniversary

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.