The 501® Original is more than a pair of jeans. It’s a community. A symbol. A movement. A miner seeking fame and fortune. A wall buckling in the name of freedom. The sound of an entire lawn singing together. It’s a canvas defined by people, places and moments in history.
Get ready to immerse yourself in the spirit and energy of the 501® Original.
At the center of the 501® Experience is Chapters, a living, breathing installation that utilizes the themes History & Legacy, Icons, Cultural Impact, and Unwavering Devotion, to tell The Greatest Story Ever Worn. From the oldest pair of Levi’s® jeans on display to denim worn by pop culture icons over the years, including the Rolling Stones, Lauryn Hill, Leon Bridges, Patti Smith, Damien Hurst, and Bay Area legends Harvey Milk and Steve Jobs.
Come experience 150 years of stories like no other, with appearances by Levi’s® Historian, Tracey Panek.
A stroll through the most significant historical and cultural moments that have defined the last 150 years of 501® history by artistic animator Ruff Mercy. It’s often been said “The 501® is a state of mind” it’s not just a jean it’s a lifestyle, it has a spirit and soul, it’s whatever the wearer makes it. Moments from the past 150 years that has shaped the meaning of the 501® today, from mining towns, to western prairies, to Woodstock festival crowds, to Berlin activists to 90’s hip-hop and beyond.
Welcome to the world of 501® jeans—where every person has a pair, and every pair has a story. This May, we celebrate 150 years of those narratives being woven together from four corners of the globe to write the history of our first-ever blue jeans. Be part of the greatest story ever worn with one-of-a-kind customizations and repairs at our Denim Workshop, bespoke jeans at The 501® Factory, and hands on workshops to preserve and personalize your existing 501® pieces. Or jump into something new with a retail space like no other offering exclusive product drops for attendees only.
The 501® Factory is a mixed-use space that houses the brand’s most inspirational customization efforts. Based on the actual Levi’s® Eureka Innovation Lab space in San Francisco, The 501® Factory gives guests the rare opportunity to take a look into Levi’s® toolbox and create their own pair of “Made in San Francisco” 501® jeans, following a special consultation with Bart Sights, Vice President of Technical Innovation at Levi Strauss & Co.
Only 150 pairs will be created, each hand numbered and outfitted with special anniversary sundries. With a full suite of laser customizations, washes, and arcade finishes, visitors of the 501® Factory will witness denim be produced from loom to pattern, to cut and sew.
Where denim dreams come true. Denim Workshop, is an extension of the 501® Factory where the life of denim is extended, repaired, collected and discussed. Modeled after a classic tailor shop, visitors of the Denim Workshop can repair their favorite Levi’s® pieces, shop for vintage Levi’s® 501® jeans, and participate in hands-on workshops on sustainability, upcycling, and denim design from brand partners, including Nicole McLaughlin, and 625 Industries.
Marketplace is a thoughtfully curated exploration of the people, places and brands who’ve helped shape San Francisco culture–our hometown heroes. Vendors set to appear include Verve Coffee Roasters, Woodshop, Tunnel Records, and Humphry Slocombe Ice Cream. And while you sip, shop, and explore, be blown away by a mural painted by Bay Area artist Brijean.
Shop our exclusive 150th 501® collection, your go-to 501®, or get exclusive access to the best of vintage from vintage connoisseurs Melody Sabatasso, Silverlake Market, Vacation and ReLove Vintage. With vintage on rotation daily, our vintage seekers might have to make a daily appearance.
THE 501® FACTORY
The 501® Factory gives guests the rare opportunity to take a look into Levi’s® toolbox and create their own pair of “Made in San Francisco” 501® jeans, following a special consultation with Bart Sights, Vice President of Technical Innovation at Levi Strauss & Co. Only 150 pairs will be created, each hand numbered and outfitted with special anniversary sundries.
WORKSHOP LINE UP
Upcycling with Nicole McLaughlin
Nicole McLaughlin is an upcycling whiz, transforming unwanted apparel, sneakers, and accessories into works of art or standout wearables. Nicole’s creative and unique approach to giving discarded items a second life allows to craft everything imaginable. Step into a safe space to learn a new skill with Nicole and give something old a new purpose.
Customization with 625 Industries
625 Industries is a globally based innovation company focusing on making the world a better place through art and design. Their mission is to facilitate creativity and unlock that part of the human experience. Create something 1-of-a-kind with exclusive customization designs in this hands-on experience.
CHAPTERS TOURS WITH TRACEY PANEK
At the center of the 501® Experience is Chapters, a living, breathing installation that utilizes the themes History & Legacy, Icons, Cultural Impact, and Unwavering Devotion, to tell The Greatest Story Ever Worn. Hear first hand from Tracey Pankek, Levi’s® Historian as she walks guests through an immerse tour.
501® SESSIONS: LIVE MUSIC AND DJ SETS
All 501® Sessions kick off at 5:01 PM and have a varied end time. Let’s vibe.
Friday, May 19
DJ SHADOW
DJ Aaron Axelsen
Saturday, May 20
mxmtoon (acoustic)
TUNE-YARDS (DJ set)
DJ Aaron Axelsen
Sunday, May 21
TORO Y MOI (DJ set)
TONY MF
Saturday, May 27
Special closing night performance by
TOMMY GUERRERO
All customized orders from the Levi's® Tailor Shop, Denim Workshop and The 501® Factory that weren't picked up prior to the experience closing may be picked up locally at Levi's® Market Street, located at 815 Market Street until 6/5/2023. All orders after this date will be shipped to the address provided on the order form.
KEHLANI
CORDAE
with BIG BOSS VETTE, DJ FIVE VENOMS
MAY 20
FOX THEATRE, OAKLAND
Where can customized orders be picked up after the experience has permanently closed?
They can be picked up at Levi's® Market Street located at 815 Market Street until 6/5/2023. The orders will be shipped to the address provided on the order form after 6/5/2023.
Is there an entry fee or cover charge?
Nope! Just walk in and enjoy. Red Tab™ members get exclusive benefits, so make sure you download the Levi’s® app to join.
Will there be any exclusive product drops?
Definitely. Check out our retail experience while you’re here to find out more.
Can I try on the clothing while I’m there?
Of course! We want to make sure you look and feel your best in your Levi’s®.
Will there be any special guests?
You can find a list of all our special guests in the programming section on this page above after our grand opening.
Can I return or exchange items purchased at the experience?
Anything purchased at the event can be returned or exchanged at any Levi’s® retail store, where our standard exchange policy applies. Any product customized or altered is final sale.
Do you accept cash as a form of payment?
We are cashless and only accept credit or debit cards.
Will there be any food or drink available?
For sure! Check out the Marketplace for food and drinks from a variety of local vendors. Verve Coffee always hits the spot.
Can I bring my children?
You’re never too young to start your 501® story. Bring the whole family!
Are there any parking facilities near the location?
There is metered parking and parking lots in the area.
Can I take photos or post about the experience on social media?
We encourage it! We’d love to hear what you thought of your visit.
