Singapore – As part of its 150th year anniversary of the iconic ‘501 jean’, global clothing brand Levi’s has rolled out a slew of local celebrations across various markets in Asia-Pacific, as well as in other global markets.
A large chunk of the local event activations in the Asia-Pacific region came from the markets in Southeast Asia, South Korea, and Greater China.
In Singapore, denim lovers and fans enjoyed exclusive early-access to an all-new 501® denim line-up, live performances by homegrown DJs Clammr and TINC, workshops by sustainability-focused creative studio FIN Crafted Goods, and live customisation by the iconic Levi’s® Tailor Shop.
Meanwhile, over at Thailand, the experience was held at the newly-renovated shopping hotspot Siam Square, complete with live customisation at the Levi’s® Tailor Shop and handicraft studio Craft Creator, and digital art recreating the stories behind each consumer’s own Levi’s® offering. Moreover, Levi’s was involved at Pattaya stop of global music festival Rolling Loud, as part of the brand’s global partnership with the music festival.
In South Korea, the experience was celebrated with an exclusive, invite-only event featuring the brand newest global ambassadors, K-Pop girl group NewJeans. The event included a product archive showcasing the 150-year history of the 501 jean, as well as a music concert with performances by NewJeans and local music artists BIG Naughty and Zior Park.
Over at the Greater China region, the experience was done through dedicated brand experience space inspired by the fusion of American denim and Chinese characters, with included an auction for limited edition 501 jeans. Moreover, Levi’s worked with art installation group L+L to launch branded art installations.
Nuholt Huisamen, senior vice president and managing director for East Asia-Pacific at Levi Strauss & Co., said, “Through the years, Levi’s® stands tall as the original pioneer of denim, blending quality craftsmanship, innovation, and timeless fashion. We’ve dressed icons, rebels, and innovators alike, making our mark on history. More than a pair of jeans; we are a symbol of self-expression and authenticity.”
He added, “From the rebellious ‘50s to the rockin’ 80s and beyond, Levi’s® has been a trusted companion on every adventure and the brand remains very much at the center of culture and top-of-mind for youths.”
