It’s true. I name jeans for a living. Is it fun? So much fun. Is it easy? Not at all. A big part of my job at Levi’s focuses on developing messaging strategy and unraveling complex concepts for products, collections, and platforms. It’s naming the next “It” jean, rehashing old memories from the ‘90s and carefully wording how our stretch can still hold its shape despite an all-nighter with the girls. Here’s a quick look at some of the product-focused work I’ve done over the years.