Celebrating Music Icons in Levi’s Denim: The Vault Reopens
Levi Strauss & Co. is delighted to announce the grand reopening of The Vault after five years. The Vault, located at Levi Strauss & Co.’s headquarters in San Francisco, is an expanded company museum that showcases artifacts from the Archives. This museum delves into the rich history of Levi Strauss & Co. and the profound cultural impact of the Levi’s® brand through various products, branding elements, art pieces, and cultural moments. The reopening is a celebration of the enduring connection between Levi’s® and the artists, rebels, and icons who have influenced music and culture for generations.
The inaugural exhibit, “Amped: Music Icons in Levi’s® Denim,” features a collection of garments worn by legendary figures such as Kurt Cobain, Beyoncé, Freddie Mercury, and Elton John. From John Sebastian’s tie-dyed Levi’s® in the 1970s to Orville Peck’s custom Levi’s® jeans and satin rodeo shirt, visitors are treated to a visual journey through the significant role Levi’s® has played in shaping music history. The exhibit also includes meticulously recreated Levi’s® outfits worn by Justin Timberlake and Britney Spears at the 2001 American Music Awards. Together, these pieces narrate a compelling story of how Levi’s® evolved into the quintessential symbol of creative musical expression at the heart of culture.
LS&Co. Historian Tracey Panek emphasizes the unique storytelling aspect of the Archives and the exhibit, highlighting how each garment holds a narrative of pivotal moments in music history. From iconic performances to red carpet appearances, from Woodstock to Coachella, Levi’s® has been an integral part of various music genres and eras. The Vault serves as a visual testament to how Levi’s® has become the fabric of self-expression, bringing these stories to life for visitors.
For nearly a century, music and Levi’s® have been intertwined. From Bing Crosby sporting a Levi’s® Canadian tuxedo in the 1950s to contemporary stars gracing the stage in Levi’s®, our brand has been adorned by artists who have left an indelible mark on their respective generations. Levi’s® continues to immerse itself in music culture by participating in renowned music festivals worldwide, including Coachella, Lollapalooza, Rolling Loud, and Fuji Rock Festival in Japan. The brand’s presence at events like Fauna Primavera in Chile and Corona Capital in Mexico City further solidifies its commitment to being an active participant in shaping cultural narratives.
Looking ahead, Levi’s® is gearing up to celebrate its legacy in sports with upcoming exhibits at Levi’s® Stadium in 2026, coinciding with the Big Game and the World Cup. The Vault will pay tribute to the athletes and moments that embody the spirit of competition and perseverance, mirroring the way “Amped” celebrates Levi’s® influence in the realm of music.
The Vault is currently open to visitors on Tuesdays through Thursdays from 10 a.m. to 4 p.m., until December 18, 2025 (closed on Thanksgiving Day). Admission is free, making it an accessible and enriching experience for music enthusiasts, Levi’s® fans, and anyone intrigued by over 170 years of iconic history at LS&Co. Keep an eye out for updates on future exhibits and events by following Levi Strauss & Co. on Instagram and LinkedIn.
At The Vault, visitors can immerse themselves in the vibrant tapestry of Levi’s® evolution through the ages, showing how the brand has been deeply intertwined with cultural narratives for more than a century.