I wouldn't recommend doing this at all.
The purpose of an identity column is not to generate pretty-looking numbers, but unique values to identify your data.
If the identity column is referenced in another table, you can't just change the values in your table without breaking the reference.
If you still insist on doing it:
You can "reset" the identity counter by using DBCC CHECKIDENT
:
SQL Server - reset identity field
Note that you can't do this if there is still data in the table, as explained here.
You could work around this by copying the data temporarily to another table, resetting the counter and insert the data again, but this is not a very elegant way.