Levi's have closed its worldwide initiative and digital gallery “What’s your interpretation? #501” within Milan Design Week.

The event took place at Milan's Statale University and hosted an installation by Spanish designer Marti Guixé as part of a worldwide series of events celebrating the 140th anniversary of Levi's 501®. Similar initiatives have been hosted during April 2013 in international capitals such as Berlin, London and Paris.

The initiatives all involve young people wearing special edition coloured twill, button-fly Levi 501’s, which for the first time in 140 years are made in a material different from denim. Everyone can take their own picture in a special set that will be tagged via Twitter and Instagram, or uploaded online, until May 2013. When the social gallery closes, Levi's will select and publish the 501 most creative and fun pics in a special, limited edition ‘Book of 501®’ that will be distributed to trendsetters and VIP’s worldwide.

Levi's celebrates 140years of its iconic 501 style
Levi's celebrates 140years of its iconic 501 style
“We chose Milan Design Week and this location because we wanted to intercept the young who study here and the international trendsetting creatives who visit the city during this week,” commented Anit Van Eynde, Senior Director Marketing Levi’s® Brand, Europe.

“This special edition Levi's 501® expresses how iconic and democratic this piece of clothing continues to be, while remaining faithful to its own identity. This jean model can be interpreted most differently by anyone -men and women – and can be perfect for any occasion, context and mood, for dressing up and dressing down. Moreover, the 501 is in line with our own sustainable philosophy, since the Waterless and Wasteless initiatives have proved to be founding principles of our company.”