Rolling Loud and Levi’s announced their global partnership this year, teaming up to celebrate 50 years of hip-hop and 150 years of Levi’s iconic 501 jeans. The partnership will see a specialised Levi’s merchandise capsule at all Rolling Loud events, with Rolling Loud founders Matt Zingler and Tariq Cherif stating in a press release, “For years, Levi’s have been the uniform for both the fans in the crowd and the artists on stage at Rolling Loud.”

They continued, “Because so many of our fans are there for the music as well as the merch, we’re excited to have one of the most influential apparel brands of all time design special clothing for each event. We’re also honored to serve as Levi’s first global partner and to celebrate history by bringing Rolling Loud events to new cities.”

The 501 Day celebration will see 4 intimate shows put on across London, Tokyo, Paris and Oakland, offering fans the chance to see iconic names in club settings. The shows will take place on the 20th May to honour the date in 1873 when Levi Strauss & Co. were granted a patent on the process of riveting trousers. Each 501 Day club show will include unique Levi’s x Rolling Loud merchandise that promises to “speak to the city and celebrate its character.”

UK fans can look forward to performances from Little Simz, whose latest album earned her a Brit Award for Best New Artist in 2022, as well as appearances from British rappers K-Trap, Unknown T and Sainte. The show will put a spotlight on UK rap and drill talent, celebrating the crossover between Levi’s and these music genres.

In the same press release, Mark Foxton, Head of Global Partnerships and Collaborations at Levi Strauss & Co., said, “As we commemorate the 150th anniversary of Levi’s historic 501 jeans, we’re thrilled to partner with Rolling Loud to support the artists, enhance the fan experience, and reflect on hip-hop’s incredible historical journey. No festival brings together more people to celebrate the culture of hip hop than Rolling Loud and no piece of fashion has been as central to hip-hop as the 501 jeans. Through exclusive merchandise and unique activations, we truly want to amplify the authentic connections at these incredible festivals and shows.” 

Rolling Loud and Levi’s partnership will continue throughout global festivals this summer, starting with Rolling Loud Rotterdam, Rolling Loud Portugal and Rolling Loud Germany, and culminating with Rolling Loud Miami, the brand’s flagship festival.

The festivals will feature a Levi’s Tailor Shop experience as well as limited edition Levi’s x Rolling Loud capsule collections, with special items also being available to purchase at on the Levi’s website.

Tickets for all 501 Day club shows can be purchased here.

Details of the 4 501 Day celebrations are below:

London, UK:

Headliner: Little Simz
Supporting: K-Trap, Unknown T, Sainte
Venue: KoKo

Paris, France:

Headliner: Headie One
Supporting: Franglish, Lujipeka
Venue: Élysée Montmartre

Tokyo, Japan:

Headliner: Lil Tecca
Supporting: Aklo, Tana, DJLEAD
Venue: Spotify O-East

Oakland, California, US:

Headliner: Kehlani
Supporting: DJ Five Venoms, more TBA
Venue: The Fox Theater

Rolling Loud Rotterdam is hosted by Woo Ha! and will kick off in the summer of 2023 at the Rotterdam Ahoy venue, located in the heart of what is The Netherlands’ second largest city and one of Europe’s primary seaports.  With the announcement of more acts to follow, the Rotterdam event is schedules to take place on June 30th – July 1st, 2023.  You can check the line-up as it stands so far, and grab pre-sale tickets, here.

Travis Scott will go on to headline Rolling Sound Portugal, which, this year, takes to the picturesque beaches of Portimao on the Algarve coast as a venue.  With announcements of the full lineup for the event to follow soon, presale tickets are currently available here.  The festival will take place on 5th – 7th July, 2023.

2023 looks to be a busy year for Rolling Loud’s organizers, as in addition to the Rotterdam and Portugal dates, Rolling Loud has events planned for Thialand in April, and California in March.  The California event will be headlined by Travis Scott, Future, and Playboy Carti.  July will also see the eight annual Rolling Sound flagship event returning to Miami on July 21st – 23rd.

Check out footage of Travis Scott performing “Stargazing”, live at Miami’s Rolling Loud in 2019.

Since its inception in 2015 by founders Matt Zingler and Tariq Charif, Rolling loud has earned global acclaim from critics and festival-lovers alike, with Variety calling the event “The biggest hip-hop festival in the country”, and Forbes describing it as “a lifestyle brand. They are more than just the shows. They have built a community with their consumers and are building new channels to maintain continuity”.  The festival’s 2022 headliners in the flagship Miami event included the likes of Kid Cudi, Kendrick Lamar and Future.  September 2022 brought the first ever Rolling Loud Toronto, where Future was joined by Wizkid and Dave, and Rolling Loud New York, where Nicki Minaj, Asap Rocky and Future took headlining slots.

For full details on all of Rolling Loud’s upcoming 2023 events, check out their website here.