Levi’s ®︎ is jacking up the Ginza and Marunouchi lines to celebrate the 150th anniversary of the brand’s masterpiece ” 501®️” jeans. Under the theme of “Greatest Story Ever Worn,” the world view of the brand is projected on the train interiors. The jack-up period is from May 15 (Mon.) to 29 (Mon.).
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Ginza Line and Marunouchi Line will be covered in Levi’s colors! Stories about people around the world and 501 and trivia about the brand will be introduced in the trains.
To celebrate the 150th anniversary of 501® jeans, Levi’s ®︎ is holding various campaigns and events around the world under the theme “Greatest Story Ever Worn”. The campaign has expressed the fact that the best story exists between many people and 501® in various ways, including through real-life stories. This time, the campaign was conducted in Japan by jacking up the inside of the Tokyo Metro Ginza Line and Marunouchi Line trains, scattering countless stories of people around the world and their relationship with 501®. Inside the trains, the campaign also introduces episodes about the early 501® and the stories behind now-familiar details such as the Levi’ s® back patch, red tab™, and arquette stitching. “Why do the company’s jeans have red tabs?” “What do the two horses on the back patches mean? The story is full of interesting trivia that you might want to tell someone.
In the Ginza Line train, based on the fact that one in ten pairs of Levi’s jeans has only “®︎” on it, not the brand name, only one of the six cars has a strap with a red tab™ on the right back pocket of the Levi’s ®︎. It is a playful idea unique to Levi’s ®︎ that makes the person who finds it feel as if he or she has hit the jackpot. Other features include an embroidered middle suspension on rigid denim, commonly known as “red ears,” and a floor design that expresses the infinite possibilities of jeans through customization such as embroidery, patches, and painting. The anniversary train jack has been completed.
Special customization and workshops with famous artists will be held at Levi’ s® Harajuku flagship store!
Levi’ s® Harajuku Flagship Store is currently holding the anniversary event “Levi’ s® 150th Anniversary 501® Experience” until May 28 (Sun.). In addition to the “Tailor Shop,” a customization station, the store is also exhibiting historical archival items and holding weekend workshops with three leading Japanese artists. This is an event where visitors can complete their own 501®, the only one of its kind in the world, by painting their own style on the canvas of 501®.
Levi’ s® 501® 150th Anniversary Train] Details
Period: Monday, May 15 – Monday, May 29
Location: Tokyo Metro Ginza Line and Marunouchi Line
Inquiries: 0120-099-501
