A CNBC Original Production
Sexy, comfortable and versatile. The blue jean is a worldwide $14.6 billion dollar a year industry. Now, the Levi’s jeans worn by rock ‘n’ roll legends and cowboys face stiff competition from today’s designer brands. Get the inside story on how the 150-year-old Levi Strauss & Co. business and pop culture icon is climbing back on top. CNBC’s Carl Quintanilla goes behind the scenes for a rare look inside an American icon.
CNBC web-exclusive sneak preview from “American Originals – Levi’s: Sewing A Legend”
Visit http://levis.cnbc.com/ for more on this denim icon.