In 2023, an icon turned 150 years old: the Levi’s® 501®, a piece of denim that became greatest story ever worn. To celebrate this anniversary in Europe, we decided to tell its story differently by creating something unique: a giant piece of art, made only from 501® denim.

Created by the artist Ian Berry by cutting, gluing and stitching more than 500 pieces of repurposed old 501®’s, this art piece celebrates the communities that over the years, made the 501®, the monument it is today. The art traveled in major cities all over Europe, in open air exhibitions that attracted thousands.