LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Sep 01 2011

My First Day

It’s exciting to begin my first day at Levi Strauss & Co. This is not unlike starting at a new school. There’s so much to learn and so many people to meet.

Still, I couldn’t be happier. Being asked to lead LS&Co. – with its rich and amazing history – is a tremendous honor.

I grew up wearing the products of this company, and I’ve long admired the values with which it operates. The people here have shown how to take those values – empathy, originality, integrity and courage – and grow a profitable and highly respected business with global, iconic brands.

In fact, the company’s history proves that you can drive profits through principles.

Of course, we can’t do anything without you, our customer.

No matter where you make your purchase – in our stores, online or from one of our partner retailers – we know we have to earn your trust with every interaction and every product. The market is more competitive than ever, and we want to give you every reason to choose us over any of our competitors. Whether it’s our approach to sustainability, our track record of innovative product, or the way we help you find the perfect pair of jeans or khakis, we want to keep you coming back.

I’ve come to listen, learn, contribute and – by collaborating with the creative and talented people of Levi Strauss & Co. – win in the marketplace. Together, we’ll build on a history of great ideas – the 501® jean, the reinvented khaki, Curve ID and Water<Less™ – and deliver new ones that delight you… and make us proud.

It’s great to get started. And I look forward to checking in here from time to time, to let you know what I’ve learned and where we’re going.

Posted By: Chip Bergh, President & CEO, Levi Strauss & Co.

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C.Reeves (not verified) - Oct 23 2011

With regard to a Levi's commercial: " the gods", as in plural? We each have the right to our own beliefs. However, Levi's was founded in a country which valued the belief "One nation under God"- singular- and I believe many Americans of different faith would find "the gods" offensive. Please rethink your commercial.

Editor's note: Thank you for your comment. As noted elsewhere on this blog, we try hard to connect in meaningful ways with the enormously diverse range of people who wear our products. What works for some doesn't always work for others. On a personal note, I saw the "gods" reference as more poetic in nature, not literal. It is taken from a poem, The Laughing Heart, by Charles Bukowski. That said, I'm sorry if you were offended by it. Thank you again for taking the time to share your thoughts. I'll share them with Chip and the Levi's® brand team.

Joe G. (not verified) - Sep 25 2011
I agree with the previous person. Show some pride in your heritage and bring the workforce back here to the good old USof A. And while your making some changes get rid of the marketeers that came up with the rvolution video in your latest commercial. We are trying to bring people together not tear them apart and violence is not the way to do that, accomplishing change peacefully is the way that we will be remembered.

davidgoldstein69 (not verified) - Sep 09 2011
i hope you take care of the levi workforce!

John (not verified) - Sep 03 2011
Thanks for writing to us. In keeping with your statement above, "In fact, the company’s history proves that you can drive profits through principles," I'm quite certain many, if not most, of Levi's customer base would prefer that Levi's bring production of the classic fit 501's and classic fit 505's back to the U.S.A. at a price we can more readily afford. It would be great to see an American idea brought back to America.

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