Forever in blue jeans? Levi's shakes off its troubles by embracing the past

The 165-year-old denim brand had faded – but it seems to have hit its stride once more, and is reportedly considering going public Levi Str... thumbnail 1 summary

The 165-year-old denim brand had faded – but it seems to have hit its stride once more, and is reportedly considering going public

Levi Strauss, the world’s most famous denim brand, opened a new flagship store on Friday in Times Square, New York. The 17,000 sq ft store offers on-site tailoring, a T-shirt printer and a mini-museum of the 165-year old brand.

Just a few years ago Levi’s was struggling. Strangled by yoga pants and the rise of “athleisure”, and struggling to compete with cheaper jeans from fast-fashion companies like Uniqlo and H&M, the original blue jeans maker was having an identity crisis. Sales were flat and debts were piling up.

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from US news | The Guardian https://ift.tt/2S07By1

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