From miners to musicians, Levi’s has outfitted generations for over 170 years. But what does it take to keep an American denim icon relevant in a global, fast moving and fashion forward world? In an exclusive interview with Levi Strauss & Co.’s CEO Michelle Gass, Managing Asia’s Christine Tan heads to Tokyo, a global hub for denim culture, to find out how the company’s first female CEO is making bold and difficult moves to transform Levi’s into the denim lifestyle brand.
From miners to musicians, Levi’s has outfitted generations for over 170 years. But what does it take to keep an American denim icon relevant in a global, fast moving and fashion forward world?
In an exclusive interview with Levi Strauss & Co.’s CEO Michelle Gass, Managing Asia’s Christine Tan heads to Tokyo, a global hub for denim culture, to find out how the company’s first female CEO is making moves to transform Levi’s into the denim lifestyle brand.
In the conversation, Gass shared how she plans to grow Levi’s into a $10 billion business, why she is doubling down on markets like India and China, and why she is sharpening the company’s focus on the women’s category.
Watch the video above for the full interview, plus go inside the Japanese factory that produces Levi’s premium “Blue Tab” line.