Question: are levi's jeans cool again?
Answer: After losing a generation of American jeans-wearers, Levi's is recapturing its cool. ... Back then, the now-60-year-old Levi's CEO says, the jeans brand had a deep meaning to American kids. “In the '60s, '70s, '80s, and early '90s, this brand was America,” Bergh recalls.