Levi Strauss readies for prime time in the public markets

Levi Strauss, the company behind America's first blue jeans, prepares to go public

NEW YORK -- Levi Strauss & Co., which gave America its first pair of blue jeans, is preparing to go public for the second time.

The move comes as the iconic brand is staging a comeback under its CEO Chip Bergh even as it faces increasing competition and a changing retail landscape.

Women are opting for yoga pants or other comfortable athletic sportswear that can be worn every day. And the brand is also contending with a shrinking number of department stores, once its traditional venue of distribution.

But since assuming the helm in 2011, Bergh has refashioned the brand.

The 166-year-old company, which owns the Dockers and Denizen brands, previously went public in 1971, but the namesake founder's descendants took it private again in 1985.The stock is listed under the ticker "LEVI."