INSIDE OUR 501® CAFÉ TAKEOVER AT BASKÈTS
Inside Levi's /
June 2025
We celebrated the anniversary of the jean that started it all by turning Amsterdam’s Café Baskèts into a living tribute to 501® style. Take a peek into the takeover, complete with live music, custom details and a whole lot of denim.
Over the course of five days, the café blended iconic Levi’s® heritage with local influence. From the denim-wrapped kitchen to curated visual merchandising in the windows, every detail paid homage to the original blue jean and how it continues to evolve.
Live From the 501® Café
We kicked things off with an exclusive live performance, setting the vibe for a week of community, creativity and, of course, caffeine. Custom identity graphics lit up the space, bringing bold energy to every corner, from the barista counter to the branded napkins.
Custom Tees & Cookies
Guests were invited to create personalised Levi’s® denim, and enjoy a specially curated menu featuring blue juice, limited-edition 501® cookies and sandwiches wrapped in logo-printed paper. Even the coffee cups and dusters got the 501® treatment.
Loyalty Perks That Paid Off
At the heart of the activation? Our members. As a thank-you to our Levi’s® community, Red Tab™ members got access to exclusive perks:
-Chance to win €501 to spend on Levi’s® in stores across the Netherlands;
-Customers who bought a pair of 501® Jeans in-store received a coffee voucher for the 501® Café (May 20–25)
-Members also got a stamp card for 10% off in-store purchases
Five days. One café. All 501®.
