The Rise And Controversial Fall of Levi's

Levi's used to be everywhere. Worn by rebels, rockstars, construction workers, supermodels — it didn't matter. If you owned jeans, they were probably Levi's.

For over a century, it wasn't just a brand — it was the denim brand. Until the 2000s hit different.

Suddenly everyone wanted skinny jeans from American Eagle. Fast fashion was pumping out $20 denim. True Religion was charging $200 for bedazzled pockets. And Levi's? They were still making the same fits their grandfathers wore.

The company that literally invented blue jeans was getting schooled by mall brands. But here's the weird part — walk into any thrift store today and watch people fight over vintage Levi's. Check TikTok, they're trending again.

So what actually happened? How did the most iconic American brand lose an entire generation? And more importantly — is Levi’s really making a comeback, or is it just selling nostalgia in a new pair of jeans?