Levi’s celebrates 149 years of its iconic 501 jeans

Kid Cudi spearheads the campaign with six other visionaries

Levi’s 501s are one of the most recognizable (if not the most recognizable) blue jeans in the industry. After 149 years from its conception, the iconic denim celebrates another milestone with seven visionaries and innovators who embody the spirit of the pair that started it all.

The 501s, which were a collaboration between Levi Strauss and Nevada-based tailor Jacob Davis dating back to May 20, 1873, present its new campaign with artists Kid Cudi and Mike D, stylist Gabriella Karefa-Johnson, models Staz Lindes and Nathan Westling, and innovators Tremaine Emory and Gia Seo. The visionaries share their life stories, struggles, and successes relating to the well-renowned jeans, which also stand the test of time (and even gets better).

Kid Cudi shares how he connected with more fans and audience as he opened up about his past struggles with mental health and addiction awareness. Stylist Gabriella Karefa-Johnson shares her passion in pushing boundaries through narratives done through representation of beautiful clothes. Mike D talks about how music is correlated with evolution while model/musician Staz Lindes talks about her creativity being fueled by fashion and music.

Tremaine Emory shares how he makes use of wearable art telling stories about African diaspora while style innovator Gia Seo challenges the norm through her style all while fighting for inclusivity and representation. Another visionary who champions inclusivity is model Nathan Westling, who never felt true to himself before announcing his male gender identity. The model who is now back in the fashion world is inspiring others to live their own truth as well.