150-years-of-501
FOREWORD
THE FOLLOWING IS BASED ON A TRUE STORY
Not just one story, but billions of stories. Captured on camera. Traded between new friends. Discovered in the depths of abandoned mines. In barrels heading across the Atlantic. Even in the obituaries section. And some are so unbelievable even we can’t believe ‘em all. But we’ve got the receipts for a few. So sit down, settle in and explore the true story of 150 years of the Levi’s® 501® jean. The greatest story ever worn.
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NO WAY, NURSE
This is the story of broken bones. Of a man in Oregon who snapped his tibia like a toothpick but refused to let the nurse cut off his 501® jeans. They don’t teach it in medical school, but that’s definitely some intensive care in the greatest story ever worn.
PRECIOUS CARGO
This is the true story of some very precious cargo. Of fishermen importing 501® jeans to the docks of Kingston in the ‘70s, and Jamaicans exporting their style back to the world by the metric ton. And that’s one influential island in the greatest story ever worn.
EXTRA-CURRICULAR CHEMISTRY
This is the true story of a blue jean ban. Of school principals in the 1950s who outlawed 501® jeans. And the students who bought a bucket load of bleach, turned their jeans white and wore them to school anyway. And that’s one extracurricular chemistry lesson in the greatest story ever worn.
FAIR EXCHANGE
This is the story of a beloved family bellcow in Tbilisi, Georgia in 1982. This is also the story of a son who swapped the beast for a pair of 501® jeans. His family called him foolish. The locals dubbed him a legend. And that’s what we call one fair exchange in the greatest story ever worn.
A CRISP CREASE
This is the true story of the crease that never wrinkled. Of crisp 501® jeans, pressed and carefully ironed down the center. And the Chicano style that started it all. A uniform everyone has tried to copy. A culture only one can claim. And that’s not a trend but a heavily starched truth in the greatest story ever worn.
LEGENDS NEVER DIE
This is the true story of hundreds of dearly departed who’ve requested to be buried in their 501® jeans. And the one unliving legend that requested all attendees wear them, too. Most funeral directors don’t get it, but we definitely do. Because that’s just going out in style in the greatest story ever worn.
