Levi's 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...

Featured

Fashion

Is the NFL Super Bowl evolving into a fashion week?

The National Football League’s annual Super Bowl is no longer just a championship football game; its upcoming showdown between the Seattle Seahawks and the New England Patriots in San Francisco sees the NFL deepening its ties to fashion with a series of fashion shows, designer collaborations, and retail activations. Highlights include American...

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Business

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...

FashionPress Release

Levi’s ® and Jordan Brand, Two Icons Cut from the Same Cloth, Unveil Fresh Air Jordan 3s in New Collaborative Collection

Greatness attracts greatness. The Levi’s® brand and Jordan Brand continue their creative partnership with a bold new collection that celebrates the shared DNA of two brands embraced by every subculture – artists, athletes, activists, musicians, skaters, and dreamers. Most think of greatness as something only few reach, something that manifests...

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Fairs

Preface Preview: Fabric trade show to host largest edition with Re/Assembly, Here|After and Denim Dudes

The upcoming Preface fabric trend show is gearing up to host its biggest edition since its 2018 inception, featuring Re/Assembly, Here|After, and Denim Dudes. Running from January 28 to 29 at 356 S. Mission Road in Los Angeles, the Fall/Winter 2027 edition brings together Preface’s textile showcase, an upcycling design competition hosted by...

FashionPress Release

Dev Hynes takes the reins and plays with tensions in new Levi’s® brand campaign

To explore the tension between polish and grit, the Levi’s® brand turns to someone who instinctively lives in that space. For a new campaign centered on the brand’s latest grunge and preppy pieces made to clash, the Levi’s® brand handed the creative reins to a true style innovator, musician/producer/composer/songwriter Dev Hynes. As the creative...

Featured

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...

People

Former Levi’s Americas president ups stake in Dr. Martens

Robert Hanson, the former president of Levi’s Americas, has increased his shareholding in Dr. Martens just days after initially snapping up a stake in the British footwear company. According to a London Stock Exchange filing, Hanson, who joined the board as an independent non-executive director in March, has secured another 104,000 shares in Dr....

Member

Business

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

The Levi’s ® Brand and Kiko Kostadinov Deliver Artist-Inspired Second Men’s Collection

The Levi’s ® x Kiko Kostadinov men’s collection centers on the use of denim in unexpected and expressive ways, paying close attention to the cultural history of contemporary American culture. Particular inspiration is drawn from the role of denim in artistic communities throughout the 20th century and the juxtapositions this material created as...

Retail

Apparel Group India expands portfolio with Levi's Kids launch

Apparel Group India has expanded its partnership with the iconic global denim brand, Levi’s, by launching Levi's Kids in the Indian market. Recognising India as a key Asian market, this move introduces the celebrated brand's children's clothing line to the country for the first time. Apparel Group India officially announced the introduction of...

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...