Celebrating 150 years of the beloved jeans
South Korean girl group, New Jeans, who popularized the songs “Attention,” “Hype Boy,” “Cookie,” “OMG,” and “Ditto,” have just been announced as global ambassadors for the iconic fashion brand, Levi’s.
Known for their Y2K-inspired fashion mixed with modern trends, group members Minji, Hanni, Danielle, Haerin, and Hyein come with the freshest sound that has propelled them to the top of the charts, making them the most looked-up-to idols of their generation.
“New Jeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture,” says Chris Jackman, vice president of global brand marketing at Levi’s. “As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help New Jeans connect with fans globally in a fresh and authentic way.”
“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 New Jeans. “Because of their genuine support for youth culture and our admiration for their beautiful brand, this is a natural partnership.”
The partnership will include brand campaigns for Levi’s upcoming Spring/Summer 2023 collection, where the group will be wearing 501 ’81, 501 Originals, as well as other items like t-shirts, denim shirts, and trucker jackets.
Another event to look forward to is the live performance by the group on May 20 in Seoul, South Korea to celebrate 501 day, the date in 1873 when Levi’s Strauss & Co. was granted the patent on the process of riveting pants.
Throughout the year, New Jeans will be seen sporting the brand during live performances and other appearances.