Chapter
01
The 501® Experience
For one month, House of Coisas became a living platform for the 150th anniversary of the 501®. A pop-up store, product, culture and a constant flow of people transformed the celebration from a heritage story into a real São Paulo experience.
501® Experience / House of CoisasSão Paulo / 2023
02 Make It Yours
Chapter
02
Make It Yours
Customization became one of the central participatory layers of the experience. Visitors could bring their own point of view to denim through patches, lettering and interventions — treating the 501® not as a relic, but as a canvas that keeps changing with the people who wear it.
Customization / ParticipationMake It Yours
03 From Jeans to the Walls
Chapter
03
From Jeans to the Walls
The experience moved from customization to portraiture. Visitors were photographed in the studio and those images became part of the visual life of the project, extending personal expression from the clothes into photographs, posters and the surrounding environment.
Studio / Portraits / Lambe-LambeFrom Jeans to the Walls
04 501® Sounds Like São Paulo
Chapter
04
501® Sounds Like São Paulo
Music gave the anniversary a local rhythm. Rincon Sapiência, Larissa Luz, Curumim, Attooxxa, Ubunto and DJs helped turn the House into a cultural meeting point where denim, performance and São Paulo's creative community shared the same space.
Rincon Sapiência / Larissa Luz / Curumim / Attooxxa / Ubunto501® Sounds Like São Paulo
05 LOOK — Olhares Através da Moda
Chapter
05
LOOK — Olhares Através da Moda
The celebration continued beyond the House with LOOK — Olhares Através da Moda. Four Brazilian designers were invited to explore new perspectives on Levi's and the 501®, turning the anniversary into a creative journey about authorship, upcycling, singularity and the many ways an icon can be reinterpreted.
LOOK — Olhares Através da ModaA New Perspective on 501®
LOOK / Exhibition FilmLevi's® Brazil / 2023
