NewJeans are the global brand ambassador for Levi’s as part of the 150th-anniversary celebrations of the 501 jeans.

• The partnership launches with a campaign that features the Levi’s Spring/Summer 2023 collection. 
• It includes a lineup of brand campaigns, concerts and appearances. 
• NewJeans is set to perform live in Seoul as part of Levi’s 501 day celebration

In celebration of the 150th anniversary of Levi’s 501 jean, the beloved Gen-Z K-pop girl group, NewJeans have been appointed as Levi’s global ambassador. This is a year-long partnership, spanning from Spring/Summer 2023 to Autumn/Winter 2023 and will revolve around a campaign that featured the brand, concerts and appearances. 

To kick off their partnership, Levi’s will launch a campaign featuring NewJeans that features items from the upcoming Levi’s Spring/Summer 2023 collection, such as the 501 ’81 and 501 Original as well as Levi’s t-shirts, denim shirts and truckers. This will be followed by a live performance in Seoul to mark 501 Day on May 20th – on this date in 1873, Levi Strauss & Co. obtained the patent for the brand’s signature process of riveting pants.

Over the last 150 years, the Levis’s 501 jean has become a staple in modern fashion and streetwear. Especially during the early 2000s, or Y2K, the 501 was worn by everyone – from presidents and rappers to sneakerheads.  NewJeans has brought the Y2K look back to the Kpop stage in 2023 which aligns perfectly with the celebration of the Levi’s 501. 

Levi’s® 501®: The evolution of a cultural icon

NewJeans has climbed music charts and stolen the hearts of Gen-Z with their contemporary reinterpretation of 2000s sounds which they blended seamlessly with K-pop. Since their debut, they have won countless awards such as The Hot Rookie from The-K Billboards Award, Performance of the Year from Asia Artist Awards and their debut song “Hype Boy” won Top 20 Songs of the Year (overseas) from Asian Pop Music Awards.