Precious Cargo

Levi's launched a global campaign illuminating stories that celebrate the 501 jeans imprint, relevance, and unwavering devotion from fans from around the world, inspiring a new generation to write the next chapter. Precious Cargo shares the story of how 501 jeans made their way to Kingston, Jamaica in the 1970s and how Jamaica made them uniquely their own. Shot by Academy Award-nominated cinematographer Bradford Young, the film is a celebratory exploration of an island whose style, rhythm, and soul have reverberated across the globe.