The 60-year-old chief executive of Levi Strauss, dressed in regulation blue jeans and denim shirt ... The rest as they say is history. Through slick advertising and campaigning on social and ...

However, the design for the classic Levi's jeans had some way to go yet. A game-changing moment came when a tailor named ...

Levi Strauss is ramping up its use of lasers to automate the way its jeans are made. The firm says the new techniques will reduce chemical use and make the way in which jeans are faded ...