Levi’s® Brand President Makes Big Impact at Retail’s Big Show

Levi Strauss & Co.
January 17, 2018

Levi’s® Brand President James ‘JC’ Curleigh made quite the entrance at this year’s NRF 2018: Retail’s Big Show event, literally cruising to the stage by bicycle as he worked his Levi’s® Commuter™ Trucker Jacket with Jacquard™ by Google.

It was a physical way to bring the brand’s mission to life – to create legitimate Levi’s® lifestyle solutions.

“Our vision for the Levi’s brand is to be the most loved, most relevant lifestyle brand again,” he said during his keynote presentation. “We were the original lifestyle brand.”

JC was among several key leaders – which included Tommy Hilfiger and Walmart CEO Doug McMillan, among others – invited to speak at one of the industry’s biggest conferences put on by the National Retail Federation.

JC also touched on how we are harnessing our heritage, values, innovation and loyal fan base to move into the future of lifestyle brands.

“Remember the mullet haircut? What did it say? It said ‘business on the front, party on the back.’ Well, the new brand and business mullet should be simple on the front, sophisticated on the back,” he told the crowd. “In a world of difficult decisions, picking out your favorite pair of jeans should not be one of them. To deliver that simplicity, we have to take a level of sophistication – a sophistication in the supply chain and how we show up in retail. The most powerful brands on earth found a way to deliver simplicity on the front side through a very sophisticated platform on the back side.”

Catch the NRF recap of JC’s talk below:

*Main image courtesy of the National Retail Federation.