Levi Strauss & Co gives us a look at how they keep improving their jeans

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Levi Strauss & Co has been in existence for more than 140 years and has garnered the respect of every denim wearer. In this time Levi Strauss & Co aka Levi’s has become a global icon, transcending the barriers of  race, culture, background, country and social status.

Fast Company recently met with the team that is responsible for innovation at the Levi’s Headquarters in San Francisco. Levi’s gave Fast Company an inside look at the Levi’s innovation lab and spoke to Paul Dillinger who is the Head of Global Product Innovation at Levi Strauss. He gives a tour of everything denim with a simple approach to innovation; looking at what’s needed by consumers instead of what can be done.

Check the video out below

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