Beyonce, Sydney Sweeney and a fight for relevance: How American Eagle, Gap and Levi sparked a new ‘denim war’
Levi Strauss CEO Michelle Gass was out for a run in San Francisco last March when she first heard the song “Levii’s Jeans” from Beyonce’s latest album, “Cowboy Carter.” “Literally, I got chills,” Gass recounted to CNBC, adding the name-check represented a “once in a lifetime” marketing opportunity she couldn’t afford to squander. “She is one […]









