Levi’s, the brand behind the iconic blue denim, has been quite active on Instagram. Over the last few weeks, music and denim fans alike have been tuning in and rocking out to the brand’s 5:01 Live series on Instagram for live-streamed concerts, panel talks and customization sessions. Today, they celebrate the birthday of their iconic 501 blue jean with live performances from around Europe and beyond, special guests and many surprises.

The line-up will include an entire day of music performances from the brand’s favourite artists, historical highlights narrating the social and cultural impact of the 501 jean and denim DIY tutorials with Levi’s in-house tailors.

Since its creation in 1873, the 501 has become one of the most iconic items of clothing ever made. Its signature straight fit, button-fly and copper rivets make the perfect union of functionality and original style. “Loved by generations and worn by millions around the world but never worn the same way, with 501 Day Live we are honouring the universality and history of the 501 while also encouraging our friends of the brand to stay home and embrace the creative and music industries.

“We are happy to invite all our fans to join us on levi.com and @Levis_uk 's IG channel and prepare to wear their favourite 501’s to the show so that they can dance and personalize them throughout the day with us,” said the brand in an official statement.