Editor’s note: The following article was written by Jesse Sandhu, store manager at Levi’s® 7201 in Calgary, Canada.
Levi’s® isn’t just a brand — it’s a cultural icon that has shaped personal stories and cultural moments for over a century. My own Levi’s® story began when I was a child. Some of my earliest memories involve my dad wearing only Levi’s® 501® jeans, occasionally accompanied with a Levi’s® Trucker jacket when the weather called for it. As a teen, I would spend time researching the history of the Levi’s® brand, trying to work out how old my dad’s jackets were. When it came time to buy my first pair of jeans with my own money, it was clear I would be coming home with a pair of Levi’s®.
Today, as a Levi’s® store manager, I meet so many consumers who have similar stories to my own. Tales about parents dressing in Levi’s® and fond memories of wearing rigid shrink-to-fit 501® jeans into the bath are shared daily on our sales floor.
Hearing these stories has helped me realize that as ambassadors of the Levi’s® brand, we have the unique opportunity to carry on the legacy of LS&Co. — and by leaning into the brand’s rich history, we can create meaningful connections with every consumer interaction.
From Interest to Impact
It was this passion for LS&Co.’s history and creating best-in-class store experiences that led me to connect with LS&Co. Historian Tracey Panek, bonding over the years through a shared appreciation for our company’s heritage. When I was given the opportunity to join Tracey in Cody, Wyoming for a presentation at a new exhibition at the Buffalo Bill Center of the West, I didn’t hesitate to accept.
The exhibition, “Spur of the Moment — Iconic Styles of the American West,” explores the historical and cultural influences of Western Design — a fitting match for a brand that has influenced Western culture and been worn by real-life cowboys for over a century. During the presentation, I supported Tracey as she shared how LS&Co. was outfitting the West during the end of the 19th century and into the 20th century, and how many of today’s Levi’s® products can still be traced to some of the brand’s first Western collections.
Joining Tracey wasn’t just an honor — it reinforced for me how sharing these stories with consumers creates authentic experiences that allow our fans to feel and be part of our legacy.
The opportunity also reminded me how important it is to raise your hand when opportunities come up. Sometimes, simply connecting with people who share your interests — like I did with Tracey — can open doors to experiences you never imagined.
Driving The Future of Levi’s®
For over 170 years, Levi’s® has been about more than just denim. It’s a symbol woven into generations of stories and cultural milestones. Our heritage is our superpower — and our Levi’s® stylists are the perfect people to share our history with our fans, create connections and build the next generation of Levi’s® stories.
As we move forward as a DTC-first company, let’s keep bringing these stories to life, everywhere our fans shop. Because when we lean into our brand’s heritage and consumers understand the legacy behind Levi’s®, we’re not just selling jeans — we’re inviting our fans to be part of history.
