Evolving an American Icon: Levi Strauss CEO Chip Bergh at the CNBC Evolve Summit

When Chip Bergh took over the helm at Levi's, he knew he needed to rejuvenate the brand's image, not only by modernizing its products but also making its blue jeans more efficient and environmentally-friendly. This meant drawing on Levi's progressive legacy by taking stands on controversial issues and backing up a commitment to social responsibility. The jeanswear leader is now in the midst of another bold move: shifting away from wholesale to direct-to-consumer and digital. Chip Bergh talks balancing legacy with innovation at the CNBC Evolve Summit.