2023 marks the 150th anniversary of Levi’s^® 501^® jeans, one of the most enduring icons of global style and the original template from which all other jeans have descended. The 501^® Original has been worn by millions of changemakers, 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 The Greatest Story Ever Worn, that explore original stories from around the world celebrating 150 years of 501^® jeans.

With these stories, as well as others inspired by true events, The Greatest Story Ever Worn celebrates the 501^® jeans’ incredible past and its role in countless historical, cultural and personal moments in order to inspire a new generation to write the next chapter.

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.

The second film, Fair Exchange, tells the story of a beloved family bellcow and the son who swapped the beast for a pair of 501^® Jeans, much to his family's dismay. Directed by Martin de Thurah and shot by acclaimed cinematographer Kasper Tuxen, a cold Georgian winter is the backdrop to a film that explores 501^® jeans as a beacon for something bigger – a dream.

And finally, the third film, Legends Never Die, tells the true story of one devoted Levi’s^® wearer who requested to be buried in his 501^® jeans – a final wish that many people have relayed to the brand over the years. This specific fan asked all funeral attendees to wear their 501^® jeans too. Also directed by Martin de Thurah, the film is a beautiful reflection on the type of collective love that would inspire a group of people to show up in denim for a beloved family member and friend. It is a celebration of humanity and the inextricable connection between a man who truly lived in his Levi’s^® 501^® jeans.

The launch of The Greatest Story Ever Worn kicks off the celebration of the 501^® jeans’ 150th anniversary, and along with the film, Levi’s^® is re-releasing its classic 1954 501^® fit for men and 1981 501^® for women, as well as a whole new range of finishes for both the 501^® Original and the 501^® ’93.

To kick off the Levi’s^® 501^® jeans 150th anniversary celebration, Levi’s^® Philippines held a press sneak peek and fashion show—with top model and beauty queen Maureen Wroblewitz leading the pack—featuring the different style iterations men and women can explore with the iconic jeans.

Check out the gallery below:

Watch the fashion show here:

Photos courtesy of Levi's