Within the 150th anniversary of 501 jeans' celebrations, Levi's launched "The Greatest Story Ever Worn," a campaign that celebrates this global icon and its role in important historical and cultural moments by paying tribute to unique stories told by 501 jeans’ fans.
As part of this campaign, Levi's also wanted to tell the story and values of the 501 with a monumental-sized mural.
The work will be realized by Ian Berry, an international artist closely connected to the world of denim. The art piece is inspired by the campaign message and is the largest denim mural ever created, composed of collages of old recycled 501 jeans. From the cowboys of the 1880s to the punks of the 1990s and the queer communities of the 1970s, Ian Berry and Levi's will pay tribute to those who made the 501 a timeless garment.
For the occasion, during FuoriSalone 2023 they organized an exhibition-event in collaboration with design magazine Interni. In this context, The Greatest Story Ever Worn campaign will be reinterpreted and narrated in the Cortile d'Onore of the University of Milan, in one of the city's most iconic locations.
The artist will unveil his work "The Greatest Story Ever Worn - by Ian Berry" on April 17 officially during a special "unveiling party”. Afterward, the project will arrive in Madrid and from May 4 will be reinterpreted and presented with a different design.
The concept of "Re-Evolution "is part of Levi's DNA-from the invention of the first 501 jeans in 1873 to today. Over the past 150 years, the Levi's 501 has become a key iconic garment and design expressions in fashion.
In 2021, he created Garibaldi's portrait for the city of Genoa for the jeans exhibition, Genova Jeans, and in 2022 he signed portraits of three important Chilean artists, Jorge González, Ana Tijoux (pictured above), and Roberto Márquez de Illapu.
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