his was the problem of Levi’s jeans a few years ago, when sales suddenly hit a plateau and the iconic image sagged temporarily. Many in the below 25 market had begun to think that Levi’s jeans were only for “old people” and were not fashionable or trendy enough for generations X, Y and Z.

That hurt sales for a company that had been making jeans since 1873 and played an enormous part in pioneering America. Jeans that had survived a second industrial revolution, two world wars and a few other minor battles, is the apparel of choice among baby boomers and the geeks of the modern technological age.