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Levi’s Vintage Clothing Emulates Willy Wonka For 501 Day With Its 1971 Golden Ticket 501 Jeans

Never one to sit still, the Haus of Strauss has continued to evolve and push the envelope of our favorite fabric during the last 150 years. And this year—for 501 day — is no exception. Amidst a whole host of panels, discussions, drops, and multimedia from Levi’s, the brand’s vintage-inspired sub-label Levi’s Vintage Clothing took the chance to play Willy Wonka and create a worldwide hunt for 5 golden tickets.

Unfortunately, the golden ticket won’t grant you access into Willy Wonka’s wonderful world of sweet delicacies but it may reveal that you’re 1 of only 5 in the world to own this 1971 Levi’s 501 with a ‘Big E’ tab. During the transitional year of 1971 when Levi’s moved to the lower case ‘e’ on the famous red tab, there is evidence that both style tabs were in production and circulation.

To mirror this, under the direction of Head Designer Paul O’Neil, LVC has accurately replicated this transitional period with 501 pairs of jeans released through select retailers for 501 day.

Coming in at a 12 oz. Cone Mills White Oak selvedge denim and featuring the iconic features we’ve all come to love including a two-horse leather-like patch, twin needle arcuate, and that instantly recognizable red tab, Levi’s has knocked another one outta the park with a playful take on a unique company milestone. The jeans are also accompanied by a commemorative tote bag and a golden ticket to prove authenticity.

Available for $500 at Levi’s