Levi’s® debut The Greatest Story Ever Worn

2023 marks the 150th anniversary of Levi’s® 501® jeans, one of the most enduring icons of global style. The 501® Original has been worn by millions of risk takers, experimenters, thinkers, icons and creatives over the course of its brilliant 150 year history.

To commemorate the countless stories – from the mundane to the momentous – of fans in their 501® jeans, Levi’s® is launching The Greatest Story Ever Worn campaign, a year-long celebration. As part of the launch of the campaign, Levi’s® is releasing three short films, directed by Martin de Thurah and Melina Matsoukas, titled that explore original stories from around the world celebrating 150 years of 501® jeans.

The first historically based film, Precious Cargo, shares the story of how 501® jeans made their way to Kingston, Jamaica in the 1970’s and how Jamaica turned and made them uniquely their own. Directed by Melina Matsoukas and shot by academy award nominated cinematographer Bradford Young, the film is a celebratory exploration of an island that’s distinct style, rhythm and soul has reverberated across the globe.

Explore further at Levi’s®.