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Sarah Halzack

How Levi's Thrived Despite the 'Death of Denim'

It didn't try to be something it wasn't -- a lesson for the rest of the industry.
Chip Bergh, chief executive officer of Levi Strauss & Co., speaks during a Bloomberg panel session on day two of the World Economic Forum (WEF) in Davos, Switzerland, on Wednesday, Jan. 24, 2018.

Chip Bergh, chief executive officer of Levi Strauss & Co., speaks during a Bloomberg panel session on day two of the World Economic Forum (WEF) in Davos, Switzerland, on Wednesday, Jan. 24, 2018.

Photographer: Jason Alden

Remember "the death of denim?" About three years ago, there was a flurry of stories heralding doom for this wardrobe staple, as shoppers started wearing leggings and jogger pants not just to the gym but for virtually any occasion.

The "athleisure" trend undoubtedly threw jeans makers for a loop, including Levi Strauss & Co., the corporate parent of global market-share leader Levi's.