Naomi Osaka, tennis champ and activist, is just like us far-less-athletic schmucks in so many ways: she watches Naruto. She struggles to protect her skin. And she wears Levi's most popular jeans, the 501. She's far from the only famous fan of the everyman cut, of course, and a star-studded celeb collective has aligned to commemorate the yearly 501 celebration, hosted by Levi's every May 20.

Hailey Bieber, Jaden Smith, Marcus Rashford, Emma Chamberlain, Barbie Ferreira, and Shai Gilgeous-Alexander are all joining Osaka in lionizing the legendary jeans, seen in a series of thematic clips and campaign images offering their own pared-back takes on the daily driver denim. See, they might be beautiful, famous, and wealthy, but we aren't so different after all — they also put their jeans on one leg at a time, probably, and they also like to mix up baggy 501s with washed-out trucker jackets and clunky sneakers. What other brand can boast a flagship product equally beloved by the ultra-famous and dads across the globe?

"Partnering with Levi’s was a natural fit for me," Gilgeous-Alexander tells Highsnobiety. "I love their products because of the versatility they give me when I’m picking an outfit every day. 501s are my favorite - clean, simple baggy and swaggy."

Looking at photos of the well-to-do is fine and all, but what do we get out from the festivities? Glad you asked — Levi's is dishing out some exclusive drops to make the most of the big day, including some ultra-limited Japanese-made 501s, complete with selvedge finishing and Japanese text, and a collaboration with Verdy's super hot Wasted Youth imprint, which will remix the 501 with embroidered imagery and an exclusive back patch.

Finally, Levi's will also debut a day's worth of YouTube Live performances from the likes of Kehlani, Duckwrth, Eric Nam, and Joyce Wrice, simultaneously engaging in various conversations on Jeff Carvalho's Culture Club about the history and versatile styling inherent to the 501. Levi's promises a very special guest for the latter, in case all that wasn't enough. Not bad for nearly 150-year-old pair of jeans, eh?

Your Highsnobiety privacy settings have blocked this Instagram post.
We Recommend
  • 25 best drake songs VIEWS if youre reading this its too late more life
    For All the Dogs: The 31 Best Drake Songs On Any Given Day
    • Culture
  • labor day discounts
    The Best Labor Day Discounts Happening Today
    • Style
  • Image on Highsnobiety
    Finally, a T-shirt For 'Barbie' & 'Oppenheimer's Shared Release Day
    • Style
  • Image on Highsnobiety
    Pharrell's Full Louis Vuitton Rih-naissance Is Here
    • Style
  • Image on Highsnobiety
    Even In a Thirst Trap, Ben Affleck Looks Sad as Hell
    • Culture
  • Image on Highsnobiety
What To Read Next
  • GANNI & Dr. Martens FW23 collaboration.
    GANNI's Dr. Martens Boot Is Super Bold (& Seriously Chunky)
    • Sneakers
  • The North Face
    Hit The Slopes With The North Face And David Djité
    • Sports
  • Wyatt Chelsea Boot
    Chelsea Boots That Can't Be Beat
    • Style
  • y-3's Kyasu sneaker in high and low-top black, white, and red leather
    EXCLUSIVE: Y-3 Turned an Ordinary adidas Shoe Into a Behemoth
    • Sneakers
  • The North Face's corduroy Nuptse puffer jacket in black
    Corduroy Came for The North Face's Nuptse
    • Style
  • HEVEN x Heaven by Marc Jacobs Halo Light-Up Bag
    This $7.5K Light-Up Bag Is HEVEN x Heaven-Sent
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.