Levi’s® is continuing to celebrate the 150th birthday of its iconic 501® denim with an immersive event held in East London. Previously, the brand unveiled its concert collaboration with Rolling Loud Festival while launching ‘Issue 501’ magazine with Hypebeast.
Titled 501® Experience, the event will welcome a series of installations, experiences, and performances in the British capital. The occasion highlights Levis’ historical connection with music and takes inspiration from its Spring/Summer 2023 “Precious Cargo” campaign.
501® Experience pays tribute to the brand’s long-standing relationship with UK subcultural movements, barring witness to the country’s drum and bass, punk, and garage scenes. From May 18, the pop-up will host panel talks with DJ David Rodigan, while live art performances by Navinder Nangla can be experienced next to the world’s first vibroacoustic therapy tub.
Levi’s® resumes its musical journey with a bespoke soundsystem and Dub Console for increased listening experiences, also exploring London’s bass culture through a hypnotic exhibition. Finally, on-site denim customization will be available for all wearers courtesy of Print Club London.
The 501® Experience will welcome visitors from May 18 to 21 at 11 Dray Walk and Dray Walk Gallery, 91 Brick Lane, Shoreditch, E1 6QL.