NewJeans, the newest global ambassador for Levi’s

NewJeans, the newest global ambassador for Levi’s

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

NewJeans Celebrate Levi’s 501 Anniversary As Global Brand Ambassador

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

Scroll to continue with content

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. 

Subscribe to our Newsletter

We’ll pull up to your inbox weekly with the hottest news, style guides, drops and leaks