How Levi’s Built the Most Authentic Clothing Brand in the World

Inside Tosca Cafe, a 96-year-old San Francisco bar where the ambience is perpetually dim and the white-shirted bartenders mix cocktails with affected names like the “Oaxacan Firing Squad” and the “White Nun,” Levi’s President James Curleigh—he goes by “J.C.”—is telling a story about the night when actor Sean Penn (who helped save the bar in 2004) shot a hole in the wall.

Continue reading How Levi’s Built the Most Authentic Clothing Brand in the World

Advertisements