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relates to How One Rogue Exec Thrust Levi’s Into the Culture Wars
Photographer: Janelle Jones for Bloomberg Businessweek; Styling: Erica Magrey

How One Rogue Exec Thrust Levi’s Into the Culture Wars

The very modern corporate tale of what happens when a top executive at a $6 billion public company can’t stop tweeting.

In March 2020, Jennifer Sey found herself trapped at home with a husband, four children, a dining room table converted into a makeshift office, and no idea how the Covid-19 pandemic would unfold or when it would end. So she started posting on social media. A lot.

Sey lived in San Francisco, one of the first cities in the U.S. to issue a shelter-in-place order. Her eldest son from a previous marriage returned from the University of California at Berkeley, which had closed its campus. His brother, then a high school junior, was marooned at home, too. Sey’s husband, Daniel Kotzin, an attorney-turned-stay-at-home dad, took care of their two youngest, then 5 and 3. “We were trying to manage, all of us in an apartment,” Sey recalled. “It just felt completely absurd.”