#60 The reinvention of Levi’s: Staying cool for over a century

After over a century, Levi’s is still making waves. Brand President James ‘JC’ Curleigh explains how the company went through a reinvention to achieve its vintage and cool status. Keeping the core customer in mind, Levi’s never stops innovating. On this episode, Curleigh demonstrates the newest collaboration with Google, a denim jacket that’s far more than it looks.