Premieres Tonight 10p | 1A ET
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.
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.
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