It's 1999 and Levi's is a company in trouble. It's drowning in debt, out of fashion, and hobbled by sub-par distribution.But while Levi's searches for a way to make a comeback, a new, fast-growing enemy is out to convince people to abandon jeans altogether.Listen ad-free on Wondery+ hereSupport us by supporting our sponsors!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.