Levi Strauss & Co., commonly known as Levi’s, is one of the oldest and most iconic denim brands in the world and suddenly people cannot get enough of them.
Well, we lied.
It’s not ‘suddenly,’ but when Beyoncé dropped her song with Post Malone titled ‘Levi’s Jeans,’ Levi’s stock rose by 20%.
According to CBS Levi Strauss CEO Michelle Gass said:
“I would just say that denim is having a moment and the Levi’s brand is having a powerful moment around the world,”
“One of the things that really is significant about the Levi’s brand and we place a lot of emphasis and investment is making sure that Levi’s brand remains in the center of culture. And I don’t think there’s any better evidence or proof point than having someone like Beyoncé, who is a culture shaper, to actually name a song after us,”
Can’t say we disagree Levi’s is credited with inventing the first blue jeans in 1873.
Levi Strauss and Jacob Davis, a tailor, patented the design of riveted denim pants, which became known as “waist overalls” and later as “jeans.”
Levi’s jeans gained popularity among miners, cowboys, and laborers due to their durability. As the American West expanded, so did the demand for Levi’s jeans.
But at its core, the brand has always remained culturally relevant.
In the 1950’s and 1960’s, Levi’s jeans became synonymous with youth rebellion in part due to their association with icons like James Dean and Marlon Brando.
In the punk movement of the late 1970s and early 1980s, Levi’s jeans were often customized with patches, studs, and graffiti, reflecting the DIY ethos and anti-establishment sentiments of the era.
In the 1990s, Levi’s jeans became fashionable items worn by supermodels like Cindy Crawford and celebrities like Kate Moss, who contributed to their status as fashion essentials.
Levi’s jeans also gained popularity within hip-hop culture, with artists like Tupac Shakur and The Notorious B.I.G. incorporating them into their signature styles.
And now in 2024, Levis has seen another boost with Beyonce and Post Malone’s popular COWBOY CARTER song.
How Levi’s is capitalizing off Beyonce’s influence
They have changed their name on Instagram to “Levii’s” to reflect the spelling of title of her new song.
Wells Fargo equity analyst Ike Boruchow wrote in a research note shared with CBS MoneyWatch saying:
The company benefited from “a nod from cultural icon Beyoncé in her new song ‘Levii’s Jeans,’ “Beyoncé’s influence has been all organic and is clearly having positive impacts” on the denim category and Levi’s in particular, he added.
We should add that Beyonce has supported Levi’s before!
Coachella 2018 was all about the Levi’s cutoff shorts and Beyonce kicked off her show wearing a yellow hoodie and customized Levi’s High Rise Shorts.
And then there was this look from all three ladies of Destiny’s Child.
Are you a levi’s girl? Let us know!
