Levi’s soars in return to public markets
Associated PressNEW YORK — Levi Strauss & Co.'s return to the public markets got an enthusiastic reception from investors who believe the iconic brand is ready for a comeback — and still has a lot more room to grow. But jeans are still the company’s mainstay and that was apparent on Thursday, when in a rare move the New York Stock Exchange suspended its “no jeans” policy to commemorate Levi’s re-entry, transforming the floor from suits and ties into a sea of blue denim, with its traders sporting jeans and denim jackets. “I would like to say we’re the original Silicon Valley startup,” said Bergh, dressed in 501 jeans and a denim jacket, during an interview with The Associated Press at the New York Stock Exchange on Thursday. Bergh also has created buzz with partnerships with celebrities like Justin Timberlake while increasing Levi’s marketing at events like Coachella, where Beyonce performed in the brand’s cut-off shorts. Bergh told AP that it’s capitalized on its resurgence and that even as the brand saw 300 store closures, Levi’s enjoyed an 8 percent growth in sales to its wholesale accounts.