• Levi's Curve ID Campaign Spring 2011.
    Levi's Curve ID Campaign Spring 2011.
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Earlier this week, iconic denim label Levis Strauss Australia unveiled what they claim to be the oldest pair of 501 jeans in the world.

The launch event, held on November 30 at The Mint museum on Macquarie Street, included a series of presentations by fashion historian and Levis archivist Lynn Downey on the history of the 501 jeans and three other pairs of vintage jeans.

Guests, including Channel Nine Weekend Today reporter Airlie Walsh and English cricketer Monty Panesar, sipped on Peroni water, mojitos and wine and dined on mini burgers, burritos and risotto balls.

Levi Strauss & Co. is now one of the world’s largest branded apparel companies and the global leader in jeanswear, marketing its products in more than 110 countries worldwide.

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