The space unfolds across two narrative layers. The first is the archive of women's Levi's® that began with the 701. It traces how women have worn denim since the 1950s, mapping the original blueprint through decade-specific 701 pieces and vintage advertisements. Before ROSÉ, there were other originals who wore Levi's® their way.
The second layer is the present, marked by ROSÉ's own imprint. Patches, pins, and charms bearing 'number one girl,' the number '11,' and her handwriting can be mixed onto denim pieces. Customization starts here, with small gestures of adding ROSÉ's name onto the fabric. It is a toolkit for making Levi's® your own.
Throughout the space, Levi's® looks worn by ROSÉ are on display. Full denim layering with a trucker jacket and jeans, a striped tee under a denim jacket, combinations she actually chose and styled. When you open someone's closet, their taste reveals itself completely. Walking through this space feels like stepping into ROSÉ's wardrobe.
'FOR EVERY ORIGINAL' runs until September 23 at Scène, 20 Yeonmujang 5-gil, Seongdong-gu, Seoul. What originals hang in your denim closet?
FAQ
When and where is the Levi's FOR EVERY ORIGINAL pop-up happening?
The Levi's FOR EVERY ORIGINAL pop-up runs from September 17 to 23, 2026, at SANE, 20 Yeonmujang 5-gil, Seongdong-gu, Seoul. It's a women's denim experience space in collaboration with ROSÉ, featuring archive pieces and hands-on customization.
What mark did ROSÉ leave on the Levi's pop-up?
ROSÉ designed patches, pins, and charms featuring 'number one girl', the number '11', and her own handwriting for denim customization. Visitors can mix and match these to personalize their Levi's. Denim looks worn by ROSÉ herself are also displayed throughout the space.
What is Levi's 701?
The 701 is Levi's women's denim line dating back to the 1950s. The FOR EVERY ORIGINAL pop-up showcases the history of women wearing denim through archive images and actual 701 products—traces of the 'originals' who existed long before ROSÉ.
