WorkPOSTED April 11, 2016

The 501® Jean – Stories of an Original

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On Wednesday, March 23, APEX was delighted to host the Canadian exclusive screening of ‘The 501® Jean – Stories of an Original’ documentary for one of our long-standing fashion clients, Levi’s®. In keeping with the authentic, vintage vibe of the iconic denim brand, APEX sought a venue that aligned with the brand and movie theme and opted to host the event at the Fox Theatre – a mainstay of the Beach Community on Queen East in Toronto and one of the longest running cinemas in Canada.

Levi's and APEX PR - 501 Originals event

With almost 100 guests in attendance APEX secured writers and stylists from fashion outlets including The Kit, Elle Canada, FLARE and Style on Bay Street, to local influencers like Matt Dean Pettit (co-owner of Rock Lobster), Ainsley Kerr (Toronto socialite), Vernon Chang ( and actors/stars of TIFF hit Beeba Boys, Ali Kazmi and Gabe Grey. The historic theatre quickly filled with people who all had one thing in common – their love for Levi’s!

Before and after the screening, guests enjoyed nibbling on food from a custom catering menu from Daniel et Daniel (mini artisanal grilled cheese sandwiches, mac’n’cheese spring rolls, pogo sticks, sliders and avocado fries), sipped on bourbon sour cocktails, local craft beer and gourmet soda while also snacking on custom gourmet popcorn (blueberry & caramel flavour) and crowd-pleasing concession snacks.

Without overly branding the space APEX was able to tastefully customize the theatre by hanging 501® movie posters, lifestyle imagery and quotes about how Levi’s® has been a part of people’s lives were placed throughout the theatre. Rolling racks were also on display showcasing the various washes, fits and distressing of the 501® Original jean which made for a great visual backdrop for photos and social content.

Levi's and APEX PR - 501 Originals eventThe 18 minute documentary was enjoyed by all and sparked conversation amongst guests who were overheard sharing their 501® story with fellow attendees.

#LiveInLevis #501

Interested watching the documentary? Check out the videos below!

Jessica Spremo is a consultant at APEX Public Relations. Follow her on Twitter @jessicaspremo.

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