Levi’s®

Over the years, Levi’s® 501® jeans have evolved into so much more than a piece of clothing—they’re a timeless emblem representing the individuality and self-expression of global countercultures. Ever since their creation on 20 May 1873, Levi’s® has commemorated this occasion with 501® Day—a day that celebrated its 150th anniversary in 2023.

I worked with Johannesburg-based brand consultancy The Bread on a range of communications inspiring and educating South Africans about Levi’s® 501®s enduring legacy, including writing and editing press releases, blog posts, mailers, and The Oldest 501® Hunt competition.