May 26, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Its been a busy weekend in LA! We attended Friday’s Levi’s pre Grammys bash held at the Ace Museum in aid of 140 years of the 501 jean on Friday night.
The event doubled as an intimate Frank Ocean gig and an inspiring installation-come-exhibition charting the timeline of the iconic 501 jean from the birth of the Levi’s blue jean in 1873 all the way to the present day. The dress code was “501” and most attendees donned their favorite, well-loved jeans for the occasion. Celebrity attendees included Busy Philipps, Zoe Saldana, Solange Knowles, and Christa B. Allen and they mingled with Levi’s staff and LA hipsters in a sea of double denim. The crowd was an intimate 600-strong and the 30 minute gig served as a warm up for the Grammys event two days later, where Ocean picked up Best Urban Contemporary Album and Best Rap/Sung Collaboration prize.
Happy Birthday 501!
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.