Denim Wars | Cowboys & Indigos | 1

It's the 1930s and Californian jeans maker Levi Strauss & Co. is struggling. The Great Depression is destroying jobs and killing demand for its denim workwear.So when a craze for the Old West boosts demand for jeans, Levi's and its rival Lee seize the moment. But then an unfamiliar stranger swaggers into town looking to make their battle a three-way shootout.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.