To usher in the 150th anniversary of Levi’s iconic 501® Originals jeans, what better way than to link up with a group with denim references in their namesake? Like a metaphorical Canadian tuxedo, this double “denim” pairing is reminiscent of two pop culture pillars colliding—and guaranteeing our attention. The quintet’s name, “NewJeans,” refers to an aspiration towards timelessness and “icon status”, like pairs of classic jeans. Levi’s is well-versed in this arena, having transcended 150 years of fads and trends with its 501® Originals.
The strong synergy between NewJeans and Levi’s may be attributed to the youthful energy embodied by both. Justified by their average age of ~16, and content that spotlights their zest, NewJeans is a burst of energy in the K-Pop scene. Levi’s, on the other hand, is undertaking a shifting brand narrative towards sprightliness (look to their epic pop culture collaborations like Pokemon, Peanuts, and The Simpsons). Together, the ambassadorship is like a good pair of 501®s—fitting in all the right places.
And when NewJeans comes to mind, perhaps the superlative of “icon” is fitting. The Levi’s link-up affirms the group’s appointment as global ambassadors of Seoul Fashion Week, and Seoul Public Relations. Just eight months post-debut, Minji, Hanni, Danielle, Haerin, and Hyein have raked up an impressive portfolio of brand and commercial deals, securing fashion ambassadorships from Chanel, Gucci, Burberry, Louis Vuitton, Nike, and more. To say NewJeans is shaking up the fashion industry would be an understatement.
“NewJeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture,” says Chris Jackman, Vice President of Global Brand Marketing at Levi’s. “As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way.”
As we await the exciting lineup of NewJeans X Levi’s content to come—Levi’s has promised a concert, a campaign, and appearances—get familiar with NewJeans here.