by John Russel Jones

This year marks the 150th anniversary of Levi’s 501 jeans, an enduring icon of global style that has long been synonymous with the world of popular music. This year is also the 50th anniversary of the birth of the musical genre and cultural movement known as hip-hop. To celebrate these two landmark anniversaries, Levi’s has teamed up with Rolling Loud—the first and largest global hip-hop music festival—as its first-ever global partner.

Beginning with Rolling Loud California, each Rolling Loud festival this year will feature a special Levi’s x Rolling Loud capsule collection with limited-edition merchandise exclusive to each festival city. The capsule includes Levi’s 501s, Trucker Jackets, as well as a tee and knit offering, all of which can be customized with a selection of Levi’s x Rolling Loud graphics at the all-new Levi’s x Rolling Loud Shop. Customization options include a mix of chain stitch, patches, and heat press graphics.

Exclusive to Rolling Loud California 2023, there will also be a special Levi’s x Rolling Loud x Born x Raised festival collection and customization studio experience. The collection includes a Levi’s & Born x Raised denim Type I-style Trucker and Levi’s 501 jean, hoodie, and T-shirt, all featuring allover graphics from LA cult label Born x Raised.

Members of the Levi’s Red Tab loyalty program – which offers exclusive early access to the latest collabs, limited-edition launches, and sales – will have a chance to upgrade their ticket to a VIP 3-day pass or an opportunity to win a free Levi’s patch to customize their purchased Levi’s merch.

Along with these customizable collections, the Rolling Loud partnership will also include a special 501 Day celebration on May 20th—the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants—featuring four club concerts in four different cities: Tokyo, Paris, London, and San Francisco.

Retails range from $160 retail for a Born X Raised Jacket, to $35 for T-shirts.