What We’re Reading: LS&Co. CEO Chip Bergh Talks Company Turnaround

Levi Strauss & Co.
June 20, 2018

Levi Strauss & Co. President and CEO Chip Bergh recently penned an essay about the company turnaround, and it’s featured in the July/August 2018 issue of Harvard Business Review. In it, Chip details the path that led him to one of the world’s most iconic brands, and what it took to turn the business around.

“When I decided to accept the CEO role, I saw it as a noble cause. I wanted to leave a legacy and make the company great again,” Chip recalled in the essay.

Chip elaborates on some of the biggest moments of his LS&Co. career, including the enduring “Live in Levi’s®” campaign, the creation of our Eureka Innovation Lab and that time he encouraged everyone not to wash their jeans. Don’t miss the full article, which is up now on