Michelle Gass

Michelle Gass is taking Levi’s beyond its most famous product: the blue jean. Since becoming CEO in 2024, she has focused on selling more directly to consumers, expanding the women’s business and prioritizing the “denim lifestyle” strategy that she believes is Levi’s future. The results are starting to show: In 2025, revenue rose to $6.3 billion, eand direct-to-consumer sales grew 11%. Another growth bet,  Beyond Yoga, gained 17%. Gass has also put Levi’s back in the cultural conversation, from Beyoncé’s advertising campaign to the brand’s 2026 Super Bowl ad featuring stars including Doechii, Rosé, and Shai Gilgeous-Alexander. Gass’s goal is ambitious: build the legacy brand into a $10 billion company without losing what made it iconic. With AI tools like STITCH and hundreds of enterprise-wide agents now rolling out across the business, she is methodically building the infrastructure to get there.