Jeans in Jeans

NewJeans and Levi’s Link to Celebrate 150 Years of 501 Denim

As global brand ambassadors, K-pop group NewJeans is taking Levi's denim classics into new tailored territory

By Kyle Lamar Rice

Kyle Lamar Rice

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September 12, 2023

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NewJeans x Levi's

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It’s been over a year since the K-pop group NewJeans dropped their viral self-titled EP, and the world still can’t get enough. By October of that same year, member Hanni became the face of Gucci, followed by Danielle as the face of Burberry in January. But their recent group partnership seems to be the most fitting, as the girls front Levi’s latest Fall/Winter campaign celebrating 150 years of 501 denim.

Buy Levi’s 501 Customizable Jeans

NewJeans arrived on the scene in July of 2022, their untraditional approach to dropping without teasing took the internet by storm. They made K-pop history with their first EP, selling more than 400,000+ pre-orders within days. What followed can only be explained as unprecedented, including a slew of brand endorsements by the most prominent labels worldwide, 10+ million followers across socials, and an average of 25 million Spotify listeners monthly.

“We say this a lot, but it really is hard to believe,” Danielle, one of the group’s five members tells Rolling Stone. “We’ve come a long way in a short amount of time, but we talk amongst ourselves too, like ‘We haven’t done x, y, or z, yet!’ ”, added group member Minji.

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Now, as global ambassadors for Levi’s, one of the most enduring brands since its founding in 1853, NewJeans is extending the celebration of their success to a new audience. The campaign finds the girls in their own world, customizing the classic 501 jeans to fit each of their styles. From custom patchwork details, to printed logos and wholly-reworked silhouettes, nothing is off the table when it comes to customizing the 501s with Levi’s Haus Tailors and other Levi’s artist partners.

“It’s been so rewarding to partner with a brand that has both an incredible past and looks towards the future. This campaign encourages people to discover and express their unique style by showing the different ways you can wear Levi’s 501 jeans and really make them your own,” said NewJeans in the brand’s press release. “We are excited for our fans to explore how the collection can be customized with the Levi’s Tailor Shop. We know they can take these clothes in some really unique directions, and we can’t wait to see what they come up with!”

The custom service is exclusive to Levi’s Tailor shops worldwide, using the brand’s historied 501 jeans. For more NewJeans, check out our limited edition zine, available exclusively on Rolling Stone‘s shop.

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