Denim Wars | Storming the Castle | 3

It's the late '60s and Levi's is seeking to stay on trend by tuning into the flower-power movement taking over San Francisco. But keeping up with the ever-shifting tides of fashion is harder than it looks and soon Europe will be taking jeans onto an unfamiliar battleground: the c ...  Show more

It's the '80s and Levi's is far out in front in the battle for denim dominance. But Lee owner V.F. Corporation isn't giving up. It's about to make a major move that will pile the pressure on Levi's and threaten its status as market leader.Listen ad-free on Wondery+ hereSee Privac ...  Show more

Blue jeans have long been heralded as an iconic American wardrobe staple. The lust for that perfect pair of jeans transformed not only an era, but an entire industry—and not necessarily for the better. Learn more about your ad choices. Visit podcastchoices.com/adchoices 

At the start of the Cold War, Levi’s jeans represented everything communist governments were trying to stamp out. But Levi’s kept finding their way behind the Iron Curtain, especially into East Germany. There, people could see what they were missing just over the wall that separa ...  Show more

What do Old West gold miners, biker gangs and Marilyn Monroe all have in common? The same pair of jeans…Invented by a down-on-his-luck immigrant tailor in the 1870s, this classic riveted pant launched a global denim market worth over $70B. How? By teaming up with Levi Strauss & C ...  Show more

In the 1950s a group dedicated to clothing animals out of a sense or morality gained momentum. “A nude horse is a rude horse!” was their battle cry.