#Denim

2023-04-27

Levi Strauss & co. appoints Kenny Mitchell as chief marketing officer of the Levi’s® brand

Levi Strauss & Co. (NYSE: LEVI) today announced the appointment of Kenny Mitchell as senior vice president and chief marketing officer of the Levi’s® brand, effective June 5. Reporting to Michelle Gass, president, Levi Strauss & Co., Mitchell will be responsible for advancing the Levi’s® brand’s consumer marketing strategies, focused on building denim leadership equity, cementing its position as a true lifestyle brand and growing market share.

Proven marketing leader with brand-building expertise brings expanded consumer engagement focus to the Levi’s® brand

“Kenny is widely recognized as an innovative marketing leader and talent builder, with an impressive track record of growing global brands and pioneering digital marketing strategies to accelerate value creation,” Gass said. “It is especially fitting to have someone of his exceptional caliber join our Levi’s® team in this milestone year, further positioning us for long-term growth and operational success as we celebrate the 150th anniversary of the 501® jean and the 170th year of the company’s founding. With Kenny onboard, I have full confidence in our ability to continue earning our place at the center of culture and building our global community of Levi’s® fans.”

Mitchell brings more than 20 years of brand-building experience in the U.S. and internationally, in addition to deep digital, creative and innovation expertise. He joins Levi Strauss & Co. from Snap, parent company of Snapchat, where he has served since 2019 as chief marketing officer and led the growth of the platform’s global community, advertising base and developer partners. Prior to this, Mitchell was vice president of brand content and engagement for McDonald’s USA, where he established the company’s strategic brand and consumer marketing agenda. He also served as head of consumer engagement at Gatorade (PepsiCo), implementing strategies that supported record revenue and profit growth. Among his numerous awards and distinctions for marketing excellence, he was named one of “The Most Creative People in Business” by Fast Company and has been included as an innovative leader in Forbes CMO NEXT and AdWeek 50 rankings. Mitchell holds an MBA and a BA in Economics and Sociology from Dartmouth College and is a member of the Board of Directors for e.l.f. Beauty.

“I am thrilled to join a values-led company like LS&Co. and grateful for the opportunity to work alongside their enormously talented teams to help expand the reach and strength of the Levi’s® brand,” Mitchell said. “I have long admired the enduring global relevance of Levi’s® as both a quintessential apparel brand and cultural icon. It is an honor to be part of shaping the future of the greatest story ever worn.”

Performance Apparels: Functional textiles drive innovation at Techtextil 2026

From high-performance fibres and advanced membranes to smart textiles and sustainable material concepts – functional apparel is becoming one of the most dynamic innovation fields in technical textiles. At Techtextil 2026, exhibitors demonstrate how new materials, finishing technologies and digital functions are shaping the next generation of protective, workwear and outdoor systems.

Texprocess 2026: Automation, digitalisation and AI reshape textile processing

Investment decisions in textile processing have become increasingly complex. Rising energy prices, labour shortages and geopolitical uncertainties are forcing companies to prioritise technologies that deliver measurable improvements in efficiency and process stability. This applies not only to apparel production, but also to the processing of technical textiles and high-performance materials. Modernisation projects are therefore being evaluated more selectively – but the pressure to upgrade production systems continues to grow. Texprocess 2026 reflects this tension between cautious investment behaviour and increasing technological demand.

Textile Chemicals & Dyes: Innovation in Textile Chemistry moves into focus at Techtextil 2026

From PFAS-free finishes and water-saving dyeing technologies to advanced coatings and recycling-compatible formulations, innovation in textile chemistry is accelerating across the industry. Reflecting this development, Techtextil 2026 introduces Textile Chemicals & Dyes as a dedicated product segment, highlighting the growing role of chemical solutions in shaping the next generation of technical textiles.

textile.4U publishes special edition “Top 100 Textile Recycling Companies 2025”

With a comprehensive 176-page special edition, textile.4U is dedicating its latest issue entirely to one of the most dynamic and influential topics in today’s textile industry: textile recycling. The new issue, published exclusively in high-quality print, presents the Top 100 textile recycling companies researched and selected by TexData – organizations that already play a key role in the transition to circular textiles or are expected to have a significant impact in the near future.

Archroma expands denim possibilities at Kingpins Amsterdam

Archroma, a global leader in specialty chemicals, will present a portfolio of six sustainable denim innovations at Kingpins Amsterdam from April 15-16, 2026. Under the theme “Creating Possibilities in Denim”, the showcase reflects Archroma’s commitment to giving brands and mills solutions that are as commercially compelling as they are environmentally responsible.

Jeanologia launches Billy

The new AI extracts precise laser designs from a garment image in minutes, transforming how vintage denim is recreated for production. If Jeanologia’s laser changed the way jeans were made at the end of the last century, its AI now takes the next step: moving from reproducing wear to designing it. / archive photo © 2026 Jeanologia

New study shows low environmental impact by Cotton made in Africa Organic Cotton from Tanzania

Today, the Aid by Trade Foundation (AbTF) is announcing the results of a comprehensive life-cycle analysis (LCA) for cotton produced in Tanzania under the Cotton made in Africa Organic (CmiA Organic) standard. The study emphasises the small ecological footprint of CmiA Organic verified cotton. This can largely be traced back to the absence of synthetic pesticides, artificial fertilisers, and artificial irrigation. Consequently, CmiA Organic cotton can help the textile industry meet regulatory requirements as well as science-based targets. The results also show that the consequences of climate change threaten the livelihoods of these cotton farmers, even though the type of agriculture they practise barely contributes to climate change.

PERFORMANCE DAYS proves its relevance as the industry’s key meeting point

Held on March 18–19, 2026, PERFORMANCE DAYS once again confirmed its position as a leading international platform for functional textiles. A total of 3.366 trade visitors and around 560 exhibitors gathered in Munich, with the event already kicking off successfully on DAY 0, which received highly positive feedback for its interactive format. Despite challenging conditions caused by the public transport strike in Munich, the event saw strong attendance and a consistently high level of activity across both exhibition days.