NewJeans has just been announced as the newest global ambassadors for beloved denim fashion brand Levi’s. For the 150th anniversary of the Levi’s 501 jeans, it’s only fitting that their newest endorsers fully embody this milestone. Cue in NewJeans, in what seemingly feels like the collaboration waiting to happened.

The South Korean K-pop girl group will be seen this year in Levi’s in their upcoming concerts and appearances. Mini, Hanni, Danielle, Haerin, and Hyein, have taken the K-world by storm with their upbeat and charismatic music. But when it comes to their fashion, the group is widely recognised for mixing Y2K sensibilities with modern trends, making them most relatable to the Gen Z crowd of today.

Speaking of jeans, the timelessness of NewJeans can only be linked to the Levi’s 501s. Two of today’s icons finally rolled into one exciting match up. “We’re honored and thrilled to represent Levi’s®, a timeless brand that literally created the world’s most iconic new jeans while constantly looking towards the future,” said NewJeans. “Because of their genuine support for youth culture and our admiration for their beautiful brand, this is a natural partnership.”

Stay tuned for more exciting things with NewJeans and Levi’s this year!

Art by Raff Colmenar

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