After five years, Levi Strauss & Co. is thrilled to welcome the world back to The Vault — our newly expanded company museum at our headquarters at 1155 Battery Street in San Francisco. Showcasing artifacts from our Archives, The Vault explores the history of Levi Strauss & Co. and the legacy and cultural impact of the Levi’s® brand, featuring products, branding, art and cultural moments. The reopening celebrates the deep connection between Levi’s® and the artists, rebels and icons who have shaped music and culture for generations.
Our first exhibit, “Amped: Music Icons in Levi’s® Denim,” is a limited-run showcase of garments worn by legends like Kurt Cobain, Beyoncé, Freddie Mercury and Elton John. From John Sebastian’s 1970s tie-dyed Levi’s® to Orville Peck’s custom Levi’s® jeans and satin Levi’s® rodeo shirt, visitors get a front row seat to the cultural impact of Levi’s® on music history. Visitors can also view carefully crafted Levi’s® reproductions of the iconic matching denim outfits worn by Justin Timberlake and Britney Spears to the 2001 American Music Awards. Together, the pieces on display tell the story of how Levi’s® became the uniform of creative musical expression at the center of culture.
“What makes our Archives and this exhibit so special is that each garment tells a story about key moments in music,” said LS&Co. Historian Tracey Panek. “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.”
Music and Levi’s® have been inseparable for nearly a century. From Bing Crosby wearing a Levi’s® Canadian tuxedo in the 1950s to today’s biggest stars donning Levi’s® on the big stage, our brand has been worn by the artists who defined their eras.
Over the decades, we’ve continued to show up where music happens, activating around the world at legendary music festivals and cultural moments. This year alone, the brand has shown up at Coachella, Lollapalooza, Rolling Loud and Fuji Rock Festival in Japan — and this fall, Levi’s® is rounding out the year with activations at Fauna Primavera in Chile and Corona Capital in Mexico City. We’re not just watching culture unfold — we’re part of it.
Looking Forward
In addition to music, the Levi’s® brand has a deep connection to the world of sports. And with both the Big Game and the World Cup coming to Levi’s® Stadium in 2026, the Levi’s® brand and The Vault will be celebrating the athletes and moments that define competition and perseverance. Stay tuned for a sports-focused exhibit launching in the new year that honors and explores our legacy in athletics, just as “Amped” celebrates our place in music.
Plan Your Visit
The Vault will be open Tuesdays through Thursdays, 10 a.m. to 4 p.m. from November 5 through December 18, 2025 (closed Thanksgiving Day). Admission is free.
Whether you’re a music fanatic, a Levi’s® devotee or just curious about LS&Co.’s 170+ years of iconic moments, The Vault is worth the trip. Follow us on Instagram and LinkedIn for updates on future exhibits and events.
After all, the best stories aren’t just preserved — they’re lived. And at The Vault, you’ll discover exactly how Levi’s® has been part of the soundtrack of culture for more than a century.
