Levi’s The Vault, the company’s newly expanded museum at its San Francisco headquarters, reopened on Wednesday after being closed since 2020.
Located at 1155 Battery Street, The Vault showcases artifacts from Levi Strauss & Co.’s 172-year history and deep connection to music, culture, and self-expression.
The museum’s first exhibit, “Amped: Music Icons in Levi’s Denim,” amplifies the brand’s ties to artists who have shaped music and culture for generations.
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Each piece tells a story of how Levi’s became the uniform of musicians. The exhibition features original pieces worn by cultural icons, including Elton John’s denim suit from 1970 designed by Bill Whitten, John Sebastian’s Lovin’ Spoonful tie-dyed Levi’s from 1970 and Freddie Mercury’s 501 jeans, leather jacket and red “The Arena San Francisco” T-shirt from the ’70s and ’80s.
A pair of 501 jeans from the ’70s, worn by Nirvana’s Kurt Cobain in the ’90s, underscores the brand’s enduring appeal.
Other celebrity looks include Orville Peck’s Levi’s jeans and satin rodeo shirt and the 1970s Hippie Levi’s jeans that Pharrell Williams wore in GQ last year.
The exhibition also includes reproductions of the iconic denim gown and suit Britney Spears and Justin Timberlake wore to the 2001 American Music Awards and Beyoncé’s crystal-studded coat and Levi’s 501 jeans from the “Reiimagine” campaign.
“What makes our archives and this exhibit so special is that each garment tells a story about key moments in music,” said Tracey Panek, Levi Strauss & Co.’s historian. “From the stage to the red carpet, from Woodstock to MTV to Coachella, from rock to grunge, Levi’s has been there. The Vault lets us show, not just tell, how Levi’s became the fabric of self-expression.”
Having a presence at cultural events continues to be a priority for the heritage brand. This year alone, the Levi’s has shown up at Coachella, Lollapalooza, Rolling Loud and Fuji Rock Festival in Japan. It’s rounding out the year with activations at Fauna Primavera in Chile and Corona Capital in Mexico City.
The brand and The Vault plan to shift gears in 2026 with activations that celebrate athletes and moments that define competition and perseverance. Levi’s Stadium, the home of the San Franscico 49ers, will host Super Bowl LX in February and the World Cup from June to July.
