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Levi's Lands Man of the Moment Frank Ocean for Grammy Bash

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Images via Paul + Williams

Not all of the hottest Grammy parties were after Sunday's awards. On Friday night, lines wrapped around the block for Levi's pre-Grammy bash at the Ace Museum on La Brea. Inside, crowds celebrated the 140th anniversary of the iconic 501 jean with a live performance from R&B's man of the moment, Frank Ocean. Among the denim-clad attendees were style star Solange Knowles, Ocean's Odd Future comrade Tyler the Creator, and actors Zoe Saldana, Busy Philipps, Rumer Willis and The New Normal's Jayson Blair.

The lucky 600 attendees were kept entertained throughout the evening with art installations, photobooths and a well-stocked Patron bar featuring cleverly-titled cocktails like the "Jean and Juice." Anthony Gonzalez from M83 warmed up the crowd with a playlist including Robyn and Azealia Banks before Frank Ocean took the stage. The (arguably robbed) best new artist nominee performed a 30-minute set that included fan favorites from his debut album channel ORANGE like "Thinkin Bout You," "Pyramid," and "Crack Rock," as well as songs from his breakout mixtape "Nostalgia, Ultra."

Before the set, guests walked about the museum space, which as lined with installations by Levi's creative director Len Peltier that showcased key design moments over the course of the 501 jean's 140-year evolution from a coal miner's must-have to a street-style staple. The event also kicked off a new generation of 501: Levi's first non-denim 501 style, which comes in a series of colors. For 501 die-hards, Levi's Vintage Clothing still produces archive styles, which can be found just a couple blocks up La Brea at American Rag or What Goes Around Comes Around. Although the 501's birthday is officially May 20th, Levi's will be celebrating all spring long and is encouraging fans to participate in their digital gallery at Levis501.com, a lookbook.nu-meets-Tumblr social media site where anyone can upload shots of themselves in their jeans.
· Levi's [Official Site]
· Grammys 2013: Rihanna Scores in Alaïa, CBS Memo a Joke [Racked]

American Rag

150 South La Brea Avenue, Los Angeles, CA 90036 Visit Website

What Goes Around Comes Around

159 S La Brea Avenue, Los Angeles, CA 90036 323-933-0250 Visit Website