A self-declared ‘brand guy’, Chip Bergh was appointed president and CEO of Levi Strauss & Co. in 2011. During his tenure the company has experienced a dramatic turnaround marked by outstanding performance and reclaiming its cultural relevance. In short, Levi’s has become cool again! Along the way, Chip has shown himself to be a provocateur.

In this podcast with Des Dearlove, co-founder of Thinkers50 and Geoff Tuff, Principal of Deloitte Consulting LLP, Chip explains why his own Levi’s have never seen the inside of a washing machine, how he galvanised the business community into pressing for gun control legislation, and the importance of continuing the legacy of Levi Strauss: for business to make a difference in society.

Chip also shares his insights on how he made the Levi’s brand great again and kept it relevant for the fickle Gen Z market – without alienating the baby boomers like himself.

Watch the previews now:

Subscribe to The Provocateurs Podcast

#TheProvocateurs