Levi Strauss & Co, the company that invented blue jeans in 1873, is hoping to revive its business with a new women's range that will compete with yoga pants; tapping into vintage fashion; and pushing more accessories. Privately owned by the descendants of the Levi Strauss family, the firm is still the world's biggest denim brand, ahead of VF Corp's Wrangler's and Lee labels. But it has been in decline for years as competition has mounted from luxury, discount and mass fashion brands, compounded by the rising popularity of sportswear as a casual alternative to jeans.James Curleigh, president of Levi's, said the brand was seeking to connect with younger consumers by adjusting its designs to their tastes, adding more stretch and tapering legs. It would also tap into the music scene, including teaming up with singer Alicia Keys for the launch of its women's collection in July."Our women's business has never been stronger than it is right now," Curleigh said at the World Retail Congress.Total sales of jeans in the US fell 5% in the year to May, according to data from information group NPD. But they increased 2% among 18- to 34-year-old consumers, dubbed "millennials" by marketers.As it seeks a bigger market share, Levi's is promoting the durability of its products and responding to growing consumer interest in environmental issues by working on ways to cut water use, improve recycling and encourage the repair and resale of old jeans as vintage styles become fashionable again."The best that you ever look in a piece of fast fashion is the first time you wear it. It has this sort of half-life," Curleigh said. "We'd rather people have fewer products, but better products from Levi's. What we're promising with a pair of Levi's, or anything from Levi's, is the best you're going to look is one, two, five, 10 years in the future."Noting that denim made up only about 6% of an average wardrobe, Curleigh said Levi's was selling more belts, tops, footwear, socks and underwear, which make up only 20% of its sales but are performing better than jeans. ..