Levi Strauss news and archive

Levi’s® debuts “Behind Every Original” campaign with a Super Bowl advert

Levi’s® launched “Behind Every Original” today, a new global campaign celebrating the people driving change – with an ironic twist. Debuting during the Super Bowl with the manifesto film, Backstory, directed by Kim Gehrig, Levi’s® subverts traditional narrative expectations. It tells the stories of famous icons and everyday originals from a new...

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Levi Strauss shifts to direct-to-consumer model, achieves 7 percent organic growth

US denim giant Levi Strauss & Co. (LS&Co.) has reported a 4 percent increase in reported net revenues to 6.30 billion dollars for the fiscal year ended November 30, 2025. On an organic basis, which excludes the impacts of foreign exchange and divestitures, the group saw a 7 percent rise compared to the prior year. The company has reached what...

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Fashion

Levi’s launches repairs project to empower young people

US denim and apparel company Levi Strauss & Co. (LS&Co.) has launched a new clothing repairs initiative aimed at helping high school teens “take fashion into their own hands”. The Levi’s Wear Longer Project will offer young people hands-on learning, free digital resources, and community-based workshops, designed to share the practical skills...

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Levi’s Strauss doubles down on AI, introduces services for employees, customers and retail

Denim specialist Levi’s Strauss & Co. has revealed it is developing an artificial intelligence (AI) “orchestration platform” intended to automate and simplify workflows throughout the business. The platform, made in partnership with Microsoft, revolves around a “super-agent” that integrates several AI-powered sub-agents deployed across IT, human...

FashionPress Release

Levi’s® and Barbour join forces: a celebration of heritage, craftsmanship and adventure

Two giants of functional design, Levi’s® and British heritage manufacturer Barbour, have joined forces in a transatlantic collaboration. This partnership honours more than 170 years of shared heritage, craftsmanship and adventure. The Levi’s® x Barbour collection celebrates the intersection of functionality and style that defines both legendary...

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Levi Strauss & Co. increases full-year guidance after strong Q3

Levi Strauss & Co. announced financial results for the third quarter ended August 31, 2025, with net revenues of 1.5 billion dollars, representing a 7 percent increase on both a reported and organic basis versus the prior year. Beyond Yoga net revenues increased 2 percent on a reported and organic basis. The company’s performance was highlighted...

FashionPress Release

Levi’s® launches Global Icons campaign starring Shaboozey

The Levi’s® brand today unveiled its new global Icons campaign, starring Grammy-nominated country artist Shaboozey alongside acclaimed chef, restaurateur, and Emmy-winning television star Matty Matheson. The new Icons campaign features three cinematic films starring Shaboozey with Matty Matheson, capturing the Western Spirit Levi’s shares with...

People

Levi Strauss & Co. names new chief supply chain officer

Apparel and denim company Levi Strauss & Co. (LS&Co.) has named Chris Callieri as its new senior vice president and chief supply chain officer. Callieri, who has over 20 years of international supply chain experience in the retail and consumer goods industries, will join LS&Co. on September 15 and report directly to Michelle Gass, president and...

People

Hiren Gor to lead Levi Strauss' expansion in South Asia, Middle East, and Africa

In a strategic move to boost growth in emerging markets, Levi Strauss & Co. has named Hiren Gor as its new managing director for the South Asia, Middle East, and Africa (SAMEA) region, according to Storyboard 18. Gor, who has been with the company for 16 years, is credited with transforming the South Asia business into a high-growth area. In his...

FashionPress Release

Levi’s® launches newest Blue Tab™ collection in Europe: a new shape of blue celebrates the art of Japanese denim

As the inventor of the jean and a pioneer in democratizing denim, Levi’s® has long been fascinated by craftsmanship. With the new Blue Tab™ collection, the brand unveils its most refined and artistic interpretation of denim to date. This premium line celebrates Japanese denim in its purest form, featuring desirable fits and impeccable finishes...

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Levi Strauss reports strong Q2, boosts annual forecast

Levi Strauss & Co. announced strong financial results for its second quarter ended June 1, 2025, demonstrating significant growth across key metrics and prompting the company to raise its full-year net revenue and earnings per share (EPS) outlook, even with the impact of tariffs. The company reported a 6 percent increase in net revenues to 1.4...

Culture

Levi Strauss & Co. commissions 25 new murals across San Francisco

Denim giant Levi Strauss & Co. (LS&Co.) had launched a new initiative, commissioning 25 new murals to be painted across San Francisco in honor of the 25th anniversary of its Community Day. Known as “These City Walls,” the initiative is part of Levi Strauss & Co.’s continued commitment to urban revitalization, which sees the company investing in...