20TH  MAY 2020 | 501® DAY LIVE

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501® Day Live: A Virtual Festival Brought to You by the Levi’s® Brand A Day of Music, Style and Self-Expression Celebrating the World’s Most  Iconic Blue Jean

Over the last few weeks, fans of music and denim alike have been tuning in and rocking  out to the brand’s 5:01 Live series on Instagram for livestreamed concerts, panel talks and  customization sessions, and the party isn’t over just yet… It’s time to get our #501Day on! While continuing to allow our fans to stay connected during isolation and supporting music artists, on May 20th we are introducing 501® Day Live, an at home festival in  honour of the blue jean’s 147th anniversary. An evolution of 5:01 Live, the festival will bring  together a line-up that has been specially curated for the @levis_ita Instagram channel. The full line-up will kick off at 9:30 am CET  with an entire day of music performances from our favourite artists, such as Mala Rodriguez, spanish singer, the russian Zivert,  Mahaila, english performer and for Italy djs Merk & Kremont, besides historical highlights narrating the social and cultural impact of the 501® jean and denim DIY  tutorials with our in-house tailors. Since its creation in 1873, the 501® has become one of the most iconic items of clothing  ever made. Its signature straight fit, button-fly and copper rivets make the perfect union  of functionality and original style. Loved by generations and worn by millions around the  world but never worn the same way, with 501® Day Live we are honouring the universality  and history of the 501® while also encouraging our friends of the brand to stay home and  embrace the creative and music industries. We are happy to invite all our fans to join us on levi.com and on @levis_ita  IG channel and  prepare to wear their favourite 501®’s to the show, so they can dance and personalize them  throughout the day with us.