The Greatest Story Worn celebrates 150 years of Levi's 501 jeans

To find out more about The Greatest Story Ever Worn, we spoke to Chris Jackman, VP of Brand Marketing, Levi's in an exclusive interview.

The Levi’s 501 Jeans are 150 years old! What do the 501 Jeans signify for you?

Confidence. When I see the jean and think of its history (that it has not changed much over the years), I know people are confident in them as a piece of clothing. When I see people in them, I instantly feel as if they’re presenting themselves in a confident way.

How did you come up with the concept of ‘The Greatest Story Ever Told?’ What did the process look like?

The eureka moment came after talking to the product designers and our historian Tracey. As they spoke about the jean the stories came in parallel.

Fact was more unbelievable than fiction. And our creative partners leaned in and developed a strategic, compelling campaign that does justice to the 501, Levi’s and our fans.

You’ve worked with Droga5 on the campaign. Why did you select them and what did the process of working with them on the idea look like?

We were looking for a fresh take, something different. They are strategically grounded and the way they think about the creative is next level. It was a good marriage that we were excited to get into.

How did you decide on the final stories that were being told for this incredible milestone?

We looked over our archives, spoke with Levi’s teams and searched the Internet. We reviewed everything from the mundane to the momentous. Things you couldn’t believe to people just loving the product. We started organizing the stories and tried to make the best judgment call on the best stories to put out to the world.

What was important to convey when you were telling these stories?

The sheer humanity of these true stories. We wanted to stay true to the story no matter what and to tell it in the most beautiful way possible.

How did you decide to work with Melina and Martin on this project?

We learned on the Droga5 team. They surfaced the names and we fell in love with their reals. We could tell they had a real passion for these stories and for their craft. We could see it and feel it.

What do you want people to remember from this campaign?

I want them to be entertained and ultimately to love the products they have like never before. Or potentially say “there’s something I’ve been missing in my closet.” And then I hope they say “I want to be a part of this story”. It’s about engaging with and growing more fans.

What’s next for the 501?

Continuing what has been going on for the next 150 years. Our design team makes sure the 501 stays a 501 in its purity. Innovation is a part of that history and will continue to happen.

Words that jump out about the campaign?

We looked at our advertising over the years and we do believe that nobody tells a story like Levi’s tells a story.

Narrative. Direction. Legacy. Entertainment. Pure. Truthful.

For the women's edition, we have the Levi's 501® '81 For Her that is inspired by the first pair of 501s created for women in the 1981.

Featuring the highest rise on the waist and the most tapered leg in the 501, this new pair of jeans highlights the use of unique 80s-influenced fabric and finishing to incorporate vintage elements to a contemporary wardrobe.