Amid changing fashion trends, Levi's aims to stay true to its denim roots

The marketing team is also keen to develop an experiential culture around the brand

Some years ago, as yoga pants became all the rage in the West, logic dictated that the 145-year-old San Francisco-born cult brand flow with the times and diversify its range. But, the company’s leaders saw a conflict: Levi’s is a denim brand, not an athleisure wear maker and the diversification would mean a dilution of its core value. After sweating it out for a couple of meetings, the team decided not to hurtle down the yoga pants route and soon therafter, was born the trademark Levi’s stretch denims—flexibility was sewn into the core brand fabric. And that is how the