James Curleigh calls himself the modern day Wizard of Oz. James Curleigh joined Levi’s in July 2012 to serve as President of the Levi’s® brand. In this position, he is responsible for managing the strategic direction and execution of the brand. With his team, he is focused on building on the brand’s strong heritage by identifying innovative ways to connect with consumers around the world. James Curleigh in late 2018 transitioned to being the President & Chief Executive Officer at Gibson Brands, Inc.