Earlier this year, American clothing company Levi’s announced that they will be partnering K-pop girl group NewJeans. This collaboration was “to further its ambition to engage younger customers”, a press statement wrote.
This year also marks a significant milestone for the brand as they celebrate the 150th anniversary of their iconic 501 jeans.
One of the highlights of the experience was a series of immersive community pop-ups held in different countries.
In Singapore, denim lovers and fans had exclusive early access to the all-new 501 line-ups. The event featured live performances, sustainability-focused workshops, and live customisation by the iconic Levi’s tailor shop.
On 501 day (20 May), a special invite-only Levi’s 501 Experience took place in South Korea, featuring Levi’s newest global ambassadors, NewJeans. The event showcased a product archive, highlighting the 150-year history of the 501 jeans.
Read more: Taking a closer look at Y2K fashion — a resurgence in the K-pop industry
NewJeans, alongside local music artists BIG Naughty and Zior Park, performed live at the Live in Levi’s music concert. It was also live-streamed on Levi’s Korea’s YouTube and Instagram channels, for fans worldwide to join the celebration.
Hanni, a member of NewJeans and a Gen-Z fashion icon, expressed her excitement at being a global ambassador for Levi’s. She said: “Levi’s is a brand even my parents grew up with, so to be able to work in partnership as a global ambassador of a brand with such a deep history is really a big honour for all of us!”
She also hopes to continue showcasing how Levi’s jeans are a staple item that should be in everyone’s closet.
Member Danielle shares similar sentiments. “Levi’s is and always was a staple item in my wardrobe,” the 18-year-old singer said.
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