Levi's CEO Shares Vision for Iconic Brand's Future

For more than 150 years, Levi Strauss & Co. has been synonymous with blue jeans and American style. Now, under the leadership of CEO Michelle Gass, the company is blending its rich history with new technology to shape its future.

As part of NBC News' "Business in America" series, Gass welcomed Savannah Sellers inside Levi's secretive Eureka Innovation Lab, where designers experiment with new denim techniques using stone washing, laser technology, embroidery and other cutting-edge processes.

Founded in 1853, Levi Strauss & Co. introduced the world's first blue jeans in 1873 by adding rivets to reinforce work pants for Gold Rush miners. Since then, the brand has become a global fashion icon worn by everyone from construction workers and farmers to celebrities, musicians and entrepreneurs.

Gass, the first woman to lead the company in its history, says Levi's has remained relevant by honoring its heritage while continuing to innovate.

The company is also embracing artificial intelligence to help designers expand their creativity and improve product development. Gass emphasized that AI is not replacing human creativity but serving as a tool to help teams generate new ideas and improve the customer shopping experience through features like virtual shopping assistants.

Looking ahead, Levi's plans to expand beyond its signature jeans by growing its lineup of denim skirts, dresses, shirts and sweaters while increasing its focus on women's apparel. The company also plans to open more company-owned stores and strengthen direct-to-consumer sales as it works toward increasing annual revenue from nearly $7 billion to $10 billion.

Despite leading one of America's most recognizable brands, Gass says one thing hasn't changed: denim remains her daily uniform.