Levi's
India
2015-2019
Music is one of the most authentic forms of self-expression and community. Every year, Levi’s® celebrates this in many ways, like featuring famous artists in its campaigns, sharing stories about how music inspires the masses, and educating the next generations of young musicians through the Levi’s® Music Project. And every May, Levi’s® celebrates the anniversary of the 501®Original with a series of events all over the world. Think music, after-parties, and lots of denim, including a limited-edition collection. This particular celebration is an ode to the pair of jeans that started it all. “The Birthday of the Blue Jean” marks a significant date on the annual cultural calendar of Mumbai – the 3rd Saturday in May is the day we celebrate the conception of an iconic piece in pop culture history.
The celebration of 501 Day included art installations, Levi's® Tailor Shop collaborations and a great music lineup, with artists from across the world.
Started with a homegrown lineup in a Studio with 600 enthusiastic attendees in 2015. Over the past 5 editions, the property has witnessed a celebration by the beach and also a warehouse buzzing with 1500+ fans.
The lineups have been varied as ever, with singer-songwriters, contemporary and classic DJs, Hip Hop heroes of the moment and indie bands with the alternative edge.
Visual art collaborations in the last two years. Where we Levi’s® Tailor Shop offered various designs & customisation technique for the customer to choose & create their own personalised denim.
Self-expression through customization is a fundamental part of the Levi’s® experience and the 501® jeans have always been a blank canvas for self-expression.
Previously