Fashion
Levi's
Levi Strauss & Co. invented blue jeans and never really stopped. Founded in San Francisco in 1853 by Bavarian immigrant Levi Strauss, the company patented the first riveted denim work pant in 1873 alongside tailor Jacob Davis, creating a garment that would outlast every trend, movement, and era that followed. The 501 jean, introduced in 1890, is the bestselling garment in the history of clothing.
For 170 years, Levi's has operated from the same premise: the original is always the reference point. That conviction shapes everything from the straight-leg silhouette to its ambassador strategy. The "Behind Every Original" campaign, launched with a Super Bowl LX commercial in February 2026, is the most explicit statement of that philosophy yet. The spot, set at Levi's Stadium in Santa Clara, starred Grammy-winning rapper Doechii, Rosé of BLACKPINK, NBA MVP Shai Gilgeous-Alexander, filmmaker and DJ Questlove, and model Stefanie Giesinger, each styled in archival Levi's silhouettes to make one argument: culture does not create icons, originals do.
Rosé's appointment as global ambassador marks a significant expansion of Levi's reach into K-pop's fashion ecosystem. She joins a brand that has historically aligned with counterculture, music, and generational shifts, and she arrives at a moment when K-pop's commercial pull over global fashion is impossible to ignore. Her presence in the campaign, wearing Loose Boot cut jeans with a Relaxed Fit Trucker, brought immediate global attention from fan communities that luxury houses spend millions trying to court.
Headquartered in San Francisco, Levi Strauss & Co. is publicly traded on the NYSE (LEVI) and operates in more than 110 countries. The brand's core product, the 501, sells in over 50,000 stores worldwide. In an era defined by fast fashion and trend cycles measured in weeks, Levi's remains proof that something made to last actually does.
In 2026, Levi's made its boldest cultural bet in years. The brand recruited BLACKPINK's Rose and rapper Doechii as the faces of its global "Behind Every Original" campaign, debuting the 90-second film during Super Bowl 60 in February 2026. Directed by Kim Gehrig, the ad featured both artists in 501s and trucker jackets, blending archival Levi's imagery with contemporary energy. The campaign marked the first time a K-pop artist had led a Levi's Super Bowl spot, confirming the brand's intent to position itself at the center of culture rather than trail it.
1 articleslevi.com
Gallery
Levi's "Behind Every Original" campaign with Rose and Doechii, Super Bowl 60, February 2026
Fans Also Ask
Has Levi's collaborated with K-pop artists?
Yes. Levi's has partnered with multiple K-pop artists and groups across its Asia Pacific and global campaigns. The brand has worked with acts including BTS, BLACKPINK's Lisa, and various K-pop-adjacent talent for brand activations, limited-edition collections, and festival campaigns in South Korea. Levi's maintains a strong presence at Korean music events and in K-pop fan culture through strategic ambassador partnerships.
What is Levi's 501 jeans and why are they iconic?
The Levi's 501 is the original and most iconic denim jean, patented on May 20, 1873, making it the first pair of blue jeans in history. Known for its straight cut, button fly, and shrink-to-fit denim, the 501 has remained virtually unchanged in silhouette for over 150 years. It has appeared in countless music videos, film, and fashion campaigns, and remains Levi's flagship product globally.
Where are Levi's products manufactured?
Levi Strauss & Co. sources and manufactures products through a global network of third-party suppliers primarily across Asia, including Bangladesh, Pakistan, Mexico, and other countries. The company does not manufacture in the United States at scale for commercial product, but maintains its headquarters and brand operations in San Francisco, California, where it was founded in 1853.
What is Levi's sustainability record?
Levi Strauss & Co. has introduced several sustainability initiatives, including its Water<Less manufacturing process, which reduces water use in the denim finishing process by up to 96% for some techniques. The company has also committed to climate targets including reducing greenhouse gas emissions and increasing use of more sustainable cotton through its Better Cotton sourcing program. Levi's also promotes clothing longevity through its Levi's SecondHand resale program.
Is Levi's publicly traded?
Yes. Levi Strauss & Co. went public on the New York Stock Exchange (NYSE) under the ticker symbol LEVI in March 2019, ending a 34-year run as a private company. Prior to the IPO, Levi's had been privately held by the Haas family, descendants of founder Levi Strauss, since 1985. The company has annual revenues exceeding five billion US dollars.
