Levis 501 Reasons

1995 Foote Cone Belding The 501 Reasons Campaign was the largest single-brand marketing effort in Levi Strauss & Co’s history. This historic, ground breaking campaign reached out to a whole new generation of young men in an effort to reinvigorate Levi’s flagship brand. 501 jeans are a critical piece of Levi’s equity, representing over 50 million units in annual sales worldwide. 501 jeans are the “original” Levi’s jean the one truly unique product in terms of fit, styling, construction and fabric. These jeans were first created in the 1850’s, and the straight legged, five pocket, button fly styling has changed little since the original version. Art Direction & Design by Ken Woodard and Tom Bonauro Copy by Suzanne Finnamore​ Digital Artwork by Richard Turtletaub Green Boy Jim Winters