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1967 marks the foundation year, not only of Rolling Stone magazine, but also the launch of the Levi’s Type III Trucker jacket, and 505 jean. On that common ground, both brands are now celebrating their 50th anniversary by sharing their rich history of music, style and San Francisco roots.

“We are very easy bed partners, in a way,” Jonathan Cheung, Levi’s head of design, told Women’s Wear Daily. “Levi’s has been present in the history and evolution of popular music, adopted by musicians and young people who have followed them and founded subcultures. It has unwittingly been featured in so many issues of Rolling Stone as they have covered this world.”

The partnership launches this weekend at the SXSW festival in Austin, Texas, with special panels, exhibits and products from the collection, including shirts, pins and patches. At SXSW a Levi’s Outpost has been organized, where attendees can check out concerts by Gary Clark Jr., Mystery Lights, Francis & the Lights and Lo Moon, as well as a “Denim by the Decades” mini-exhibit of Levi’s music connections over the last 50 years.

Plus, on March 14, Jonathan Cheung will join Rolling Stone creative director Jodi Peckman and photographer Mark Seliger to talk about the intersection of music and style as part of a panel called “Looking Under the Covers”.