Enrique Silla suggests ‘next mission’ for Levi’s 501s
US jeanswear brand Levi’s has marked 150 years to the exact date its founder, Levi Strauss, obtained a patent for “riveted” trousers, today known as 501 jeans, with a pop-up at the San Francisco Armory.
Local mayor, London Breed, formally proclaimed May 20, 2023, as Levi’s 501 Day in San Francisco.
The city hall was also lit up “indigo blue” a day prior, when the brand inaugurated the celebratory storytelling space, open until May 27. A key focus is on how each pair of 501s is manufactured.
Jeanologia co-founder and president, Enrique Silla, attended the opening as a brand technological partner alongside his company's innovation project manager, Pepa Silla. An on-site Jeanologia customisation centre is allowing pop-up visitors to experiment with what the developer called “eco-sustainable production” during May.
Mr Silla said the very first 501s were “strong and resistant, almost unbreakable”, but “the next mission for the 501 is to become a symbol of respect for the environment and responsible consumption”.
Levi Strauss & Co will next celebrate 170 years since its founding in 1853 later this year.
Left to right: Mr Silla speaks with Levi Strauss & Co president and chief executive, Chip Bergh, inside the pop-up.
Image credit: Jeanologia.
