In the Levi’s store on Market Street in San Francisco, the denim maker’s newly extended collection is on full display. Its mannequins are dressed head to toe in its trademark denim. Black denim overalls are paired with a light-blue long-sleeve denim blouse, complemented by a denim cap. Another dons a denim cross-body bag. A wall of blue jean jackets gives shoppers the option to feel like a hippie, rancher or rock star — depending on which they choose.
“It isn’t just walls and walls of jeans,” Michelle Gass said as she scanned the store this month, days after becoming the chief executive of Levi Strauss & Company. The assortment of
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