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+ here
Support us by supporting our sponsors!
FIVERR - Check out FIVERR.com and get 10% off your first order by using our code BW.
ExtraHop - Learn more about how ExtraHop stops breaches 70% faster, and experience the free trial for yourself at extrahop.com/BW.
Create your
podcast in
minutes
It is Free