Hip Hop News: Rolling Loud and Levis Partner for 501 Day Shows (2024)

Rolling Loud and Levi’s® announced their global partnership earlier this year, celebrating 50 years of hip-hop and 150 years of the iconic Levi’s® 501® jeans with a specialized merch capsule sold at Rolling Loud events, along with activations and events across the globe.

on May 20th, Rolling Loud and Levi’s® celebrated 501 Day, the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants, and to commemorate 50 years of hip-hop. The celebration consisted of four concerts in cities across the globe, featuring some of the most exciting international names in hip-hop and R&B performing in an intimate setting.

Kehlani headlined the concert at The Fox Theater in her hometown of Oakland, CA, where she was joined by GRAMMY-nominated rapper Cordae and fast-rising star Big Boss Vette, with sounds from Rolling Loud’s official DJ, DJ Five Venoms.

Little Simz topped the bill at KoKo in Camden in her hometown of London, where she was joined by fellow UK rap heavy hitters, drill stars Unknown T and K-Trap.

Across the channel, British superstar Headie One shut down the Élysée Montmartre in Paris, with help from French rhymers Franglish and Lujipeka.

Half a world away, at the Spotify O-East in Tokyo, Japan, Lil Tecca closed out a very international rap show, also featuring Atlanta rapper Tana and Japanese emcee Aklo, with Kyoto’s own DJ Lead on the decks.

Rolling Loud’s partnership with Levi’s continues through Rolling Loud’s run of global festivals this summer, starting earlier this year with Rolling Loud California, continuing in Europe this summer with Rolling Loud Portugal and Rolling Loud Germany, and culminating with Rolling Loud Miami, the brand’s flagship festival, in July. These festivals will feature a special Levi’s® x Rolling Loud capsule collection with limited-edition merchandise designed by local partners. Additionally, each festival will offer an all new Levi’s® Tailor Shop experience where designers are available on site to fulfill customization requests. Members of Levi’s® Red Tab program – which offers exclusive early access to the latest collabs, limited-edition launches, and sales – will receive exclusive access to merchandise and experiences at the festivals and shows.