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5 for 1: NewJeans becomes newest ambassadors of Levi’s, known for its 501 jeans

By Ratziel San Juan Published Mar 07, 2023 12:29 pm

NewJeans and Levi's is a collaboration that practically sells itself.

Levi's is celebrating the 150th anniversary of its trademark Levi's 501 jeans by naming K-pop stars NewJeans as its new official global ambassadors.

The year-long partnership with the pair of "jeans" collaborators will span both the Spring/Summer '23 and Autumn/Winter '23 seasons. As a result, the new campaign with NewJeans will include Levi's, concerts, and other appearances.

"NewJeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture," Levi's vice president of global brand marketing Chris Jackman said.

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The brand singled out the K-pop girl group for its Y2K-inspired fashion, Gen-Z influence, and fresh sound.

NewJeans has since expressed their excitement to be part of Levi's journey and help their group connect with global fans 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 toward the future. Because of their genuine support for youth culture and our admiration for their beautiful brand, this is a natural partnership," NewJeans said.

The two "jeans" partners will release a brand campaign featuring the girls that celebrates their positive energy, group synergy, and distinct individuality—as they wear items from the upcoming Levi's Spring/Summer 2023 collection.

All five members, Minji, Hanni, Danielle, Haerin, and Hyein, can be seen wearing the 501 '81 and 501 Original jeans, as well as Levi's tees, denim tops, and truckers.

On May 20, NewJeans will formally celebrate by holding a live performance in Seoul on 501 day, which marks the 1873 date when Levi Strauss & Co. was granted a patent on the process of riveting pants.