Kid Cudi is the new face of Levi's campaign

May 20, 1873 is a historic date for fashion and pop culture around the world, because it is the date on which the famous Levi's 501 was born at the hands of Levi Strauss and Jacob Davis. Made of 9-ounce XX denim canvas, that blue jeans model thought of as sturdy work pants became, as Time once called it, «the fashion item of the 20th century». Next year the historic jeans model, which over the decades has been adapted and updated producing a very rich archive, will turn 150 – a date that will be celebrated with the release of the Levi's 501 90's model, a remake of the 501 inspired by the 90s archive fits, and therefore more relaxed with a slight flaring, which was presented through a new campaign that has as protagonists seven members of the brand's community led by Kid Cudi and Tremaine Emory, founder of Denim Tears.

Among the other faces of the campaign dedicated to the 501 Original and the 501 90's, there are also Mike D, founder of the legendary group of the Beastie Boys; transgender model Nathan Westling; model and creative director Gia Seo; Gabriella Karefa-Johnson, the first black female stylist to cover Vogue and Staz Lindes, model, musician and member of the punk band The Paranoyds. As for the jeans protagonist of the campaign, the Levi's 501 90's, the brand decided to recreate a vintage aesthetic, simulating the fit of a trouser lived evoking both the grunge mood of those years and the style of skaters, who preferred to train with more oversized trousers.