Levi’s 501 Day / 501 Denim Jeans Self-Expression Project

To celebrate the birthday of the blue jean, Levi’s collaborates with artists and designers worldwide to customise the 501 Denim Jeans and Trucker Jacket. Art&Found curated a list of artists, designers, typographers, doodlers, painters, poets, celebrity stylists, fashion designers, jewellery designers, embroiderers, mix media artists who were commissioned by Levi’s to use the 501 Denim Jeans and Trucker Jacket as a medium for self-expression. Each artist's unique story and technique was captured on photo and video to be showcased on the Levi's Instagram page and a short film was edited for YouTube and Instagram. Within 2 weeks this first-of-a-kind 501 Denim self-expression collection by the shortlisted 20 artists was ready to be exhibited at the 501 Day event at Famous Studio in Mumbai. Art&Found curated the Levi's TailorShop set up at the event that included live screen-printing, block printing, heat press, doodling of select artworks on tees and denims. Art&Found also curated two local artists to build installations representing Sustainability and Equality, which are core brand values for Levi's.  The event, produced and designed by OML (Only Much Louder), was a major success using the classic 501 denim as a medium to celebrate the birth of the blue jean by showcasing the best of local art and design techniques. The 501 Day project was repeated in 2019 with artists who were also Instagram influencers with a wider follower base. This collaboration marked the first of its kind for Levi's India.  Techniques: Typography, Painting, Doodling, Screen-print, Heat Press, Photography, Embroidery, Embellishments, Thread work, Patchwork, Spray Paint, Laser Cutting and Etching.

Shot by Arun Moras