Singapore, 6 March 2023 – In celebration of the 150th anniversary of Levi’s® 501® jeans, one of the most enduring icons of global style and the original template from which all other jeans have descended, the Levi’s® brand has named NewJeans, the beloved South Korean K-pop girl group as their new global ambassadors. The year-long partnership – spanning Spring/Summer ‘23 and Autumn/Winter ‘23 – will include a new campaign featuring the brand, concerts and appearances.

NewJeans – an all-girl group featuring members MINJI, HANNI, DANIELLE, HAERIN, and HYEIN – has stolen the hearts of Gen-Z with their forward-thinking reimaginings of 2000s sounds seamlessly blended with K-pop. After breaking out with the buzzy music video for their debut single “Attention,” NewJeans proceeded to challenge perceptions of their music with bold singles “Hype Boy” and “Cookie” from their self-titled debut EP. Their following singles, “Ditto” and “OMG”, would enter the Billboard Hot 100 while further expanding their sound. In addition to their music, NewJeans has earned fans worldwide for their innovative aesthetics. Known for their Y2K-inspired fashion mixed with modern trends, NewJeans have become idols for Gen-Z while demonstrating the influence of K-Pop on global fashion.

The group’s name, “NewJeans,” refers to their aspirations to become timeless icons of a new era, like jeans, that people never become tired of putting on. No jeans have been more timeless than Levi’s® 501® Originals. For over 150 years, they have remained at the centre of fashion while evolving their iconic style and expanding their influence around the globe. These shared beliefs laid the foundation for the partnership between Levi’s® 501® jeans and NewJeans.

“NewJeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture,” said Chris Jackman, Vice President of Global Brand Marketing at Levi’s®.

“As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way.”

“We’re honoured and thrilled to represent Levi’s®, a timeless brand that literally created the world’s most iconic new jeans while constantly looking towards the future,” said NewJeans. “Because of their genuine support for youth culture and our admiration for their beautiful brand, this is a natural partnership.”

To kick off their partnership, Levi’s® will release a brand campaign featuring NewJeans that celebrates the group’s positive energy and each member’s unique personality, all while wearing items from the upcoming Levi’s® Spring/Summer 2023 collection. The inspiring and iconic group can be seen sporting the 501® ’81 and 501® Original as well as Levi’s® t-shirts, denim shirts and truckers.

Additionally, NewJeans will celebrate 501® Day on May 20th – the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants – in Seoul with a live performance. Throughout the year, NewJeans will continue to celebrate the 150th anniversary of Levi’s® 501® jeans and represent the brand as a global ambassador.