Levi’s® 501® jeans have moved beyond clothing to become a cultural symbol of individuality and self-expression. Since their creation on 20 May 1873, the brand has marked the occasion each year with 501® Day, a day that celebrates the legacy of one of the most recognisable garments in the world.

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