Levi’s and Heron Preston synced up in Los Angeles over the weekend to unveil their new collaboration in honor of the former’s 501 Day celebration, held annually on May 20, the birthday of the “original blue jean.” The designer and clothing company were joined by the likes of Jaden Smith, Kid Ink and Hailey Bieber (who is seen modeling alongside Preston in the official campaign images) to help kickoff the launch of two reworked pairs of denim.
In paying homage to the classic 501 jean, Preston has created workwear-influenced editions of the silhouette for both men and women that reflect his own streetwear ethos. The men’s version features a grey and white tie-dye print on the front, which has been accentuated with drawstrings and his signature orange branding patch. Similarly, the women’s edition takes on a rustic approach, where the front has been cast with a faded orange treatment, while ripped details give it a tattered aesthetic.
“You can see the strength of the 501 jean — how absolutely iconic it is in its design when, after we chopped it up, colored it, and twisted it, it’s still unmistakably the 501 jean,” said Preston.
Officially launching today, the Levi’s x Heron Preston for 501 Day collection will be available in select Levi’s locations worldwide, as well as specialty retailers such as Nordstrom.
For more fashion, catch up on Levi’s and BEAMS’ recent reversed-denim capsule.