How Levi’s sells Americana to the world

Levi’s CEO Michelle Gass lays out her strategy to make the 172-year-old icon ‘the world’s definitive denim lifestyle brand.’ Why it’s working when Brand America has never been more controversial.

When Levi’s CEO Michelle Gass was in Japan last summer, she and chief product officer Karyn Hillman wandered down the street from the brand’s store in Tokyo’s trendy Harajuku neighborhood to a small, unassuming vintage shop called BerBerJin. They took the stairs down into its cavernous basement, where it keeps racks and racks of its best denim finds, and began the slow, laborious task of searching for treasure. A couple of hours later, Gass walked out with a pair of 1947 vintage 501s and an even rarer 1952 trucker jacket.