On May 20th, the birthday of jeans, Levi's® Vintage Clothing will reissue the 1971 model "Golden Ticket 501®" with a red tab lottery ticket, limited to 501 pieces worldwide, and release it in select stores. The Levi's® Red Tab is a red tab sewn into the inside of the right back pocket of Levi's® Jeans. It was created in 1936 as a distinctive feature for rodeo spectators, allowing them to identify the brand's products from a distance. It was registered as a trademark in 1938 and is now one of Levi's® signature details. The specifications of the Red Tab have changed over the years. One of the most significant changes came in 1971, when the "LEVI'S®" letters on the Red Tab were gradually replaced with "LeVI'S®". This marked such a significant transition that the original and new versions became affectionately known as the "Big E" and "Small E," respectively. The 501® produced in 1971 was the only model to feature both the Small E and Big E red tabs.

To celebrate the birthday of jeans, we are reissuing the 1971 model 501®, in which the red tab specifications were changed to "LeVI’S® (small e)," with a limited number of 501® produced worldwide. In addition, five of the 501 pairs will include a "LEVI’S (big E)." The red tabs on all 501 pairs are wrapped in gold foil, and the tabs themselves act as lottery tickets, making this a playful pair of jeans where you won't know which one you'll win until you purchase the pair and remove the gold foil.





1971 501® is a vintage Levi® This is the first time the brand has reproduced this model, and it uses selvedge denim from Cone Mills' White Oak factory in the United States, which closed in 2017. It's slightly slimmer than the 1966 model, with a rounded waist and tapered hem. Either way, enjoy the limited edition 1971 501®.


[Limited to 501 pieces worldwide]
Levi's® Vintage Clothing 1971 Model "Golden Ticket 501®" Details
Release Date: May 20, 2020
Available at: Levi's® Harajuku Flagship Store, Official Online Store
Price: ¥60,000 (excluding tax)
1971 Model Features:
SHRINK-TO FIT® (Unwashed fabric/10% shrinkage)
No sanforization (to prevent twisting)
Paper patch without XX notation
Compared to the 1966 model, the pockets are squared, the stitching is golden brown (only the belt loops are banana yellow), and the stitching on the back of the pockets is single-stitched


About the Levi's® brand
Levi's® created the world's first jeans in 1873, released the 501® in 1890, and has since introduced a variety of iconic products based on the concept of "tradition and innovation." Levi's® jeans continue to set new standards, centered around the timeless 501®. Loved by pioneers around the world who have pioneered new eras, Levi's® jeans continue to be cherished as a classic. In 2019, the brand's iconic 501® won the Good Design Long Life Design Award, which recognizes designs that transcend changing values and remain a standard.
Starting March 23, 2020, the company launched "5:01® LIVE," an Instagram Live broadcast that airs weekdays at 5:01 AM (San Francisco time). Levi's®, based in California, where stay-at-home orders are in place, is developing a project under the concept of "STAY HOME, STAY CONNECTED" to connect with the Levi's® family around the world through music, the heart of Levi's® culture, while staying at home.



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