Levi’s and Highsnobiety Make It Cool to Wear QR Codes
There’s a new jean for Highsnobiety’s trendsetting “cultural pioneers.” Levi’s tapped the Berlin-based digital media and cultural consultancy to design and sell a limited-edition 501 jean to celebrate the style’s 150th anniversary.
Just 150 pairs of the jeans, which retail for $165, are available exclusively on Highsnobiety’s website.
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The jean comes in a classic blue stonewash color and has a white “HS” logo embroidered below the right pocket. Each pair displays a “Love 150/150” label inside, representing a numerical sequence that designates its individual number within the limited-edition collection. The identification system has been in place at Levi’s since the 501 jean’s creation.
True to Highsnobiety’s roots, the 501 collab offers a media component as well. Each pair has a QR code positioned at the bottom of the back pocket that directs people to a video where Herbert Hofmann, Highsnobiety’s VP creative and buying, talks about his long standing relationship with Levi’s as “a core piece of fashion and self-expression.”
The Highsnobiety x Levi’s 501 is part of a string of collaborations with designers and tastemakers released for the iconic style’s milestone, including tie-ups with JJJJound and Nigo.
Last week Levi’s released the first-ever plant-based version of the 501 made with 97 percent bio-based components. It will add a 501 made with cottonized hemp and cotton selvedge denim later this year.
