Rolling Stone was founded 50 years ago in San Francisco, and to celebrate that milestone, it's partnered with another iconic brand that played prominent roles in the city's 1967 Summer of Love movement, Levi's, and the yearlong collaboration kicks off at SXSW in Austin, Texas with a special event that takes place March 11th through 18th.
"Since our inception 50 years ago, Rolling Stone's mission has always been to shine a light on music and pop culture and give a voice to the ideas the music embraces," said Gus Wenner, head of digital of Wenner Media. "Style and music go hand-in-hand, and we are thrilled to join forces with the Levi's brand on this authentic partnership as we both celebrate important milestones."
Badge holders at SXSW will also be able to learn more about the Levi's and Rolling Stone partnership on Tuesday, March 14th at the "Looking Under the Covers" panel featuring Levi's Head of Design, Jonathan Cheung, and Rolling Stone's Creative Director, Jodi Peckman, and photographer, Mark Seliger. The panel will reflect on their experiences at the intersection of music and style, sharing stories from cover shoots with the most iconic figures in pop culture, and celebrating the musicians that have been a pivotal part of our history, inspiration and DNA.
"Modern music has been a reflection of youth
culture and Levi's has been a participant in music's cultural expression," says Jonathan Cheung, Levi's head of design. "Rolling Stone started in 1967 in San Francisco. 1967 also marks the date that we celebrate for two Levi's icons: the 505 jean that fronted the Sticky Fingers album cover and gave birth to the whole ripped jean look. And the 70505, or what we call our Type III Trucker, which is the definitive denim jacket. Iconic clothing and the iconic music brand."
Those who visit the Levi's Outpost will also be able to visit Denim by the Decades, a mini-exhibit of Levi's ties to music over the last 50 years, and a pop-up retail shop that introduces the Levi's® x Rolling Stone limited edition co-branded collection.