The largest 501® piece of art ever created
Campaigns and Collaborations /
March 2023
As part of the "The Greatest Story Ever Worn" campaign, which pays tribute to the amazing stories told by 501® jeans fans, Levi's® is taking on a new challenge: to tell the story of the Levi's® 501® on a monumental mural and to make it live 150 exceptional lives!
An iconic work of art as 501® jeans
From the cowboys of the 1880s, to the punks of the 1990s, to the queer communities of the 1970s, Ian Berry and Levi's® pay tribute to those who have made the 501® a timeless garment that spans styles and generations, all in a massive installation 10 metres long and 4 metres high.
'The Greatest Story Ever Worn - by Ian Berry' is the European travelling project inaugurated in Paris on 16 March in Place de la République and which will reach Milan on the occasion of the FuoriSalone 2023. From 17 to 26 April, on the occasion of 'INTERNI Design Re-Evolution', the exhibition-event organised by the magazine edited by Gilda Bojardi, the mural will be unveiled to the city and hosted in the Cortile d'Onore of the Università degli studi di Milano.
The mural will reach the city of Madrid.
The world of denim of Ian Berry
Ian Berry is a British artist specialising in denim collage, with which he creates realistic portraits and unique installations.
Through these works, Ian Berry shares with us his vision of the modern world, with all its symbols and dualities, thanks to denim, a garment that is common and unites many people around the world.
It all started with a simple observation of the contrasts and shades of blue emerging from a pile of old jeans. A few strokes of scissors and glue and he immediately became one of the most talked-about young artists. Although it started as an experiment, it was working with denim that he began to realise his connection with jeans - and especially with other people's jeans. He found his own way of communicating and quickly made a name for himself as an under-30 artist and winner of the Rivet 50 award, making him one of the 50 most influential people in denim in 2019.
He was also commissioned to paint a portrait of Levi Strauss for the Denim Innovators Museum in his hometown, the Levi Strauss Museum, in Buttenheim, Germany.
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