JOE & THE JUICE has passed 500 stores globally - but instead of marking store number 500, the company chose to celebrate store #501.

Last week, JOE & THE JUICE store #501 officially opened at 114 Tenth Avenue in New York City. With Levi’s 501 deeply connected to American culture, the coincidence felt too fitting not to turn into something creative.

To mark the milestone, JOE & THE JUICE is partnering with five artists to create 50 bespoke Levi’s 501 jeans, with each artist designing 10 unique pairs inspired by their own interpretation of the brand.

Half of the jeans will later be sold, with all proceeds donated to charity.

The initiative reflects JOE & THE JUICE’s continued focus on culture, creativity and community as the company expands globally.

Founded in Copenhagen in 2002, JOE & THE JUICE has grown into an international lifestyle and hospitality brand with more than 500 stores across Europe, the United States, Africa, the Middle East and Asia - with further expansion planned across existing and new markets.

A local celebration of the project will take place in New York on June 3.