In celebrating its 150th anniversary, American apparel company Levi Strauss & Co. is paying homage to Jamaica’s unexpected love affair with the iconic 501 jeans.

A tribute video to Jamaica forms part of Levi’s ‘Greatest Story Ever Worn’ series, which continues to receive praise from social media users in Jamaica and the wider world.

Levi’s, in a 30-second advertisement unveiled last Thursday (February 2), recreates the moment when 501 jeans first arrived in Jamaica in the 1970s through US-originating shipping barrels.

The instant-hit jeans have been ingrained in much of Jamaican fashion ever since and remain so to this day.

“When the 501 jean made it to Kingston. Kingston made it their own. And that’s one influential island in the Greatest Story Ever Worn,” the video reads.

Throughout the ad played smash 1968 hit ’54-46′ by reggae icon Toots Hibbert and the Maytals.

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