Get a Rare Look Inside Levi’s Denim Research Lab

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For an optimal experience visit our site on another browser.Skip to ContentToday Logo ShopShop the ShowPrime Day 2026Summer of SavingsShop TODAY SavingsRanked by Shop TODAYSteals & DealsStuff We Love NewsletterAdd Us To GoogleAward WinnersStep Into Style ParentsBaby NamesKids HealthFamilyBabiesParenting TipsLOL LifeAstrologyHolidaysQuotesJokesTriviaSign up  / Sign inHi Search DashboardMy SavedNewslettersProfileStart TODAY SubscriptionSearch TodaySearchSectionsHealth & WellnessParentingFoodShopPop CultureNewsLifeStyleShowsTODAY3rd Hour of TODAYTODAY with Jenna & SheinelleSaturday TODAYSunday TODAY with Willie GeistWatch Full EpisodesMoreNewsLifeBooksTrendingRecipesRead With JennaAstrologyInspirational HolidaysRelationshipsTODAY RecipesNewslettersStart TODAYJokesShop TODAY AwardsCiti Concert SeriesPodcastsAboutFollow todayMore BrandsNBC News LogoFacebookPinterestEmailSMSBlue SkyPrintWhatsappRedditFlipboardTwitterLinkedinOn the ShowShopHealthStart TODAYParentsFoodLifeGet a Rare Look Inside Levi’s Denim Research LabJuly 9, 202605:41UP NEXTCarson Daly, Dylan Dreyer Talk American Century Championship03:40Man Climbs Brooklyn Bridge and Walks Across Suspension Cables00:39New Photos Show Inside 21st Floor of Buckling NYC High-Rise02:17Justin Baldoni and His Wife Break Silence on Blake Lively Lawsuit02:48Bonnie Tyler, Legendary ‘80s Pop Singer, Dies at 7500:58Family Demands Independent Probe After ICE Shooting in Houston00:34July 9th Expected to Be One of Busiest Air Travel Days of Summer02:22Trump Returns From NATO on Old Air Force One Amid Iran Threat02:25Gas Prices Expected to Rise After Trump Says Iran Ceasefire Over02:41US and Iran Exchange Back-And-Forth Strikes For Second Day02:15Platner Drops Main Senate Bid After Sexual Assault Allegation02:24Sheinelle Reveals Which TODAY Co-Worker Would Be Her Emergency Contact01:59USPS to Raise Prices As it Faces 'Severe Financial Crisis'00:30Jenna on Prank Calling the Vice President’s Office as a Child01:16American Athlete Breaks Mount Everest Climbing Record04:50Argentina Superfan and TODAY Producer Celebrates Comeback04:32Nolan Wells’ Family Hires Prominent Lawyer to Investigate Death00:38Has Binging TV Shows Come to an End? Inside ‘Season 2 Fatigue’03:05Watch: Hero Husky Takes on Bear to Protect Child00:41Sanders, Warren Drop Endorsements of Maine's Graham Platner02:10Get a Rare Look Inside Levi’s Denim Research Lab05:41CopiedCopiedIn 1873, Levi Strauss and Company crafted their first pair of blue jeans and the brand has defined American style for 150 years. The company’s first female CEO, Michelle Gass, sits down with TODAY’s Savannah Sellers to discuss the company’s legacy and evolution, speak out on the use of artificial intelligence and share at a look at archival pieces worn by icons like Beyoncé.July 9, 2026 Carson Daly, Dylan Dreyer Talk American Century Championship03:40Man Climbs Brooklyn Bridge and Walks Across Suspension Cables00:39New Photos Show Inside 21st Floor of Buckling NYC High-Rise02:17Justin Baldoni and His Wife Break Silence on Blake Lively Lawsuit02:48Bonnie Tyler, Legendary ‘80s Pop Singer, Dies at 7500:58Family Demands Independent Probe After ICE Shooting in Houston00:34July 9th Expected to Be One of Busiest Air Travel Days of Summer02:22Trump Returns From NATO on Old Air Force One Amid Iran Threat02:25Gas Prices Expected to Rise After Trump Says Iran Ceasefire Over02:41US and Iran Exchange Back-And-Forth Strikes For Second Day02:15Platner Drops Main Senate Bid After Sexual Assault Allegation02:24Sheinelle Reveals Which TODAY Co-Worker Would Be Her Emergency Contact01:59USPS to Raise Prices As it Faces 'Severe Financial Crisis'00:30Jenna on Prank Calling the Vice President’s Office as a Child01:16American Athlete Breaks Mount Everest Climbing Record04:50Argentina Superfan and TODAY Producer Celebrates Comeback04:32Nolan Wells’ Family Hires Prominent Lawyer to Investigate Death00:38Has Binging TV Shows Come to an End? Inside ‘Season 2 Fatigue’03:05Watch: Hero Husky Takes on Bear to Protect Child00:41Sanders, Warren Drop Endorsements of Maine's Graham Platner02:10Latest Videos03:48Game Day Glam: How to Dress for World Cup Season05:14Make This ‘Marry Me’ Chicken Orzo with a Side of Broccolini06:34Tamar Braxton Talks Starring in New Tubi Thriller ‘Stepfather’04:14Jenna and Sheinelle Try Krispy Kreme's Girl Scout Doughnuts05:13Shop These Top Picks to Stay Cool in the Summer Heat05:07Molly Ringwald and Bob Odenkirk Talk Off-Broadway Show05:41Get a Rare Look Inside Levi’s Denim Research Lab05:32TODAY Recipes: Shrimp Skewers, Cherry Barbecue Ribs, More03:29Shop These Staycation Bestsellers to Create a 5-Star Getaway03:13Budget Saving Tricks: 50/30/20 Ratio, Envelope Method, More3rd Hour of TODAY05:13Shop These Top Picks to Stay Cool in the Summer Heat05:07Molly Ringwald and Bob Odenkirk Talk Off-Broadway Show05:41Get a Rare Look Inside Levi’s Denim Research Lab04:30Try This Summer Corn Recipe That is Sweet With a Little Heat04:54Staycation Items to Turn Your Home Into the Ultimate Destination05:07JK Simmons Talks ‘The Westies,’ Yellow M&M Role and More04:50American Athlete Breaks Mount Everest Climbing Record05:06How Much of Social Media Health Trends Are Backed by Science?04:32Argentina Superfan and TODAY Producer Celebrates Comeback04:53Pesto Veggie Pasta and Strawberry Matcha Latte: Get the Recipes!Jenna & Friends07:48Uma Thurman on Lost 'Kill Bill' Scene, Room to Grow Project, More04:25Real or Artificial Tree? Jenna and Scarlett Enter the Great Debate04:37See TODAY Viewers Compete for a Chance to Win a Trip to Belize!04:42Pop Culture Roundup: Louvre Heist Documentary, 'Hamnet,' More07:34Nate Berkus Talks 4 Simple Principles for Timeless Interior Design04:17Housewives, Confessionals, More: Go Inside BravoCon 2025!05:00Kenny Chesney Shares Childhood Memories From His New Book08:41Mary J. Blige on Headlining MSG, New Concert Film, Fans, More11:25Lionel Richie Opens Up About Life Lessons in New Memoir ‘Truly’11:46Jimmy Fallon and Bozoma Saint John Talk New Show 'On Brand'Shop the Show05:13Shop These Top Picks to Stay Cool in the Summer Heat03:29Shop These Staycation Bestsellers to Create a 5-Star Getaway04:54Staycation Items to Turn Your Home Into the Ultimate Destination04:53Top Summer 2026 Tech Trends That Will Make Your Life Easier04:53Pesto Veggie Pasta and Strawberry Matcha Latte: Get the Recipes!04:47Shop Lifestyle and Home Upgrades for Every Room up to 80% Off04:14Honey Salmon Salad, Roasted Sweet Potatoes: Get the Recipes!04:34Multi-Tasking Beauty Products to Make Your Routine a Breeze04:10Shop Must-Have Fashion Essentials for a Summer Refresh03:53Top Summer Toys to Keep Kids Cool and EntertainedRecipes from the Show05:14Make This ‘Marry Me’ Chicken Orzo with a Side of Broccolini05:32TODAY Recipes: Shrimp Skewers, Cherry Barbecue Ribs, More01:33Sheinelle Shares Recipe for Salmon and Spinach Greek Yogurt Dip04:30Try This Summer Corn Recipe That is Sweet With a Little Heat04:24How to Turn a Simple Rosé Into the Ultimate Summer Cocktails04:48Put Summer Fruit to Good Use With These 2 Dessert Recipes06:10Classic July 4 Pie Recipes: Pecan, Chocolate Cream and Key Lime04:41Marinated Grilled Flank Stank and Potato Salad: Get the Recipes!04:20Hot Honey Chicken Skewers, Elote Potato Salad: Get the Recipes04:50Get Ready for the Fourth With a Twist on 2 Barbecue ClassicsAboutContactHelpVisitTODAY AppsAD ChoicesPrivacy PolicyYour Privacy ChoicesCA NoticeTERMS OF SERVICETERMS OF SERVICECareersClosed CaptioningTODAY SitemapAdvertiseTODAY Store Shop TODAY© 2026 NBCUniversal Media, LLCApple®, Apple logo® and App Store® are registered trademarks of Apple Inc.