by Stephen Garner

Every year on May 20th, Levi’s celebrates the birthday of the original blue jean, turning 147 years old this year. May 20, 1873, was the date of Levi’s patent for the rivet pocket and everyone who has worn Levi’s 501 original jeans since then has contributed to their ever-changing story.

To celebrate this milestone this year, Levi’s has teamed up with a variety of artists to bring music and entertainment to @Levis Instagram Live. Throughout the day today, beginning at 7:00am PST, the brand will host a lineup of entertainment including live performances, meaningful conversations, DIY denim personalization sessions with in-house tailors, and a peek into the Levi’s archives chronicling the history of the iconic 501 blue jean alongside new and exclusive 501 collaborations and styles.

“Through Levi’s 5:01 LIVE, we learned just how many of our fans want to tune into seeing their favorite performers at-home in an intimate setting and we wanted to bring to life an even greater experience with a full line-up to celebrate the storied 501,” said Jennifer Sey, CMO of Levi Strauss & Co. Global Brands. “We have a unique opportunity to, for the first time ever, give everyone access to some of the best that Levi’s has to offer, including performances from our favorite musical artists and access to the Levi’s archives – both of which are normally only available to those who attend our events or come to San Francisco.”

In celebration of 501 Day, Levi’s will release a new capsule collection with Tyler, the Creator’s apparel brand Golf Wang. The Levi’s x Golf collection features a colorful take on the classic 501 jean and Trucker Jacket hookup. Inspired by a rainbow polka-dot jean that was first created for the 2016 Golf Wang runway show, this collection includes a 501 ‘93 Jean and vintage fit Trucker in ecru denim, both of which come covered in a rainbow print polka dot pattern and a special edition co-branded back patch. The collection, which retails between $150 and $190 is now available on the Levi’s App, levi.com, and golfwang.com.

See more info on today’s Instagram Live line-up here.