LEVI’S 501

The Greatest Story Ever Worn

Levi’s is more than just denim—it’s a fabric woven with stories of resilience, courage, and change.

And when it comes to the 501, fact is stranger than fiction.

Black cowboys and cowgirls silently built the American West and made their mark in Levi’s, yet their legacies remain in the dark. It’s time to bring these untold stories of unsung heroes from the shadows into the spotlight.

LEVI’S MUSEUM OF JEANS

Levi’s is taking these incredible stories to the Contemporary Arts Museum Houston. People will be able to see and feel the cultural impact of Black riders through the lens of the iconic 501 jean. And with a limited-edition line of merch marking this iconic partnership, rodeo-goers can take home a piece of the story that’s been woven into the West for generations.

MERCH

ADVENTURES IN LEVI’S

It’s been said that when you put on a pair of Levi’s, something magical happens. The bravery, courage, and adventurous spirit of Levi’s wearers before you is locked in the fabric. In this collection of short stories, kids step into the denim of dreamers and doers. From riding their first wild horse to uncovering city secrets, each tale proves that with Levi’s, fear fades, and adventure begins.

Art Director: Evangeline Gichina

Copywriters: Evangeline Gichina, Chris Hertzfeld, Chloe McGinley