IE 11 is not supported. For an optimal experience visit our site on another browser.Now PlayingGet a Rare Look Inside Levi’s Denim Research Lab05:41UP NEXTSteve Kornacki Breaks Down 2026 FIFA World Cup Quarterfinals04:19Carson 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’03:05In 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, 2026Read MoreNow PlayingGet a Rare Look Inside Levi’s Denim Research Lab05:41UP NEXTSteve Kornacki Breaks Down 2026 FIFA World Cup Quarterfinals04:19Carson 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’03:05