Levi’s has partnered with Rolling Loud Festival to celebrate the 150th anniversary of Levi’s 501 jeans as well as the 50th anniversary of the genre of hip-hop.
Over the past eight years, Rolling Loud Festival has quickly established itself as the biggest hip-hop festival in the world. Having launched in Miami in 2015, the event has rapidly expanded its popularity, as its United States-based festivals have taken to the lands of New York, Los Angeles, and the Bay Area.
Additionally, Rolling Loud has also landed in nations such as Canada, Thailand, Holland, Germany, and Portugal as the clean-cut rhymes, birthed from the culture of hip-hop, have garnered cult-like followings from all corners of the world.
However, since hip-hop’s inception, Levi’s classic 501 jeans have been there for every leg of its journey. For example, when hip-hop first emerged from New York City house parties 50 years ago, many of its pioneering artists were seen wearing Levi’s jeans — and more specifically, 501s.
Now, following a slew of Levi’s and Rolling Loud co-branded merchandise that has been presented at RL festivals globally, the duo has come together to bring a series of concerts around the world. Standing as a 501-Day celebration, live shows will be held in Tokyo, Paris, London, and Oakland.
Kehlani will be performing in her hometown of Oakland at the Fox Theater, while UK rappers Little Simz and K-Trap will take to the stage at London’s legendary KOKO venue. Meanwhile, Headie One will headline the Paris-based show at Élysée Montmartre, and Lil Tecca will hit the stage at Spotify O-East in Tokyo.
Commenting on the upcoming events, Mark Foxton, Head of Global Partnerships and Collaborations at Levi Strauss & Co, said: “As we commemorate the 150th anniversary of Levi’s historic 501 jeans, we’re thrilled to partner with Rolling Loud to support the artists, enhance the fan experience, and reflect on hip-hop’s incredible historical journey.
“No festival brings together more people to celebrate the culture of hip-hop than Rolling Loud and no piece of fashion has been as central to hip-hop as the 501 jeans. Through exclusive merchandise and unique activations, we truly want to amplify the authentic connections at these incredible festivals and shows.”
You can check out the full line-up for the London-based show on May 20 above and tickets are available to purchase here. In other music news, check out the new music video from Stormzy.
