A small museum in San Francisco is making a big splash with denim and rock ‘n’ roll.
The Vault, Levi’s company museum, has reopened to the public for the first time since the pandemic, and its latest exhibit is giving visitors a close-up look at how music legends lived in their Levi’s.
It's a star-studded display in the museum’s newest exhibit, “Amped: Music Icons in Levi’s Denim.”
It showcases decades of music and style, from Elton John’s denim suit to Beyoncé’s crystal-studded "Canadian tuxedo" to reproductions of the all-denim looks Britney Spears and Justin Timberlake wore to the 2001 American Music Awards.
And at the center of it all, a pair of tattered, patched jeans once owned by Nirvana’s Kurt Cobain.
Those jeans, worn in his “Heart-Shaped Box” video, sold for more than $400,000, becoming the most expensive pair of jeans in history.
The jeans storytelling continues in the archives next door, safeguarding Levi’s most historic treasures, including what’s believed to be the oldest existing pair of Levi’s jeans in the world, made back in 1873.
They’re so fragile that they’re stored in a fireproof safe, and the museum only brings them out on rare occasions.
The Vault is free to the public and located inside Levi’s headquarters right along San Francisco’s waterfront.
The current music exhibit runs through December 18th.
Next year, the Vault will shift from music to sports, with a new exhibit celebrating Levi’s Stadium’s role as host of both the Super Bowl and World Cup games.
So whether you’re a music fan, a sports fan, or just a lover of denim history, Levi’s Vault has a story stitched for you.

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