Levi Strauss & Co. is doubling down on luxury denim, planning to roll out its new “Blue Tab” jeans — which cost $300 to $400 — in more stores next year as it targets higher-end shoppers while keeping its foothold in the mass market.
Levi’s exec Harmit Singh told Reuters that the premium collection — inspired by heavy Japanese selvedge denim — performed so well in early tests across Asia, Europe and the US that the company will “come back with a larger scale in ’26.”
Blue Tab jeans, priced between $290 and $410 in Europe, mark Levi’s boldest push yet into the premium market, where growth is outpacing the mid-tier denim category. The line also includes shirts and jackets that sell for as much as $800 in Europe.
Levi’s still makes most of its revenue from its mid-market Red Tab range and its low-cost Signature line, which is sold at outlets like Walmart. But Singh, the iconic brand’s chief financial and growth officer, told The Wall Street Journal that Levi’s wants to expand its “addressable market” without abandoning budget shoppers.
“The price point is one thing, but it’s also the quality of the product,” Singh told Reuters, pointing to the craftsmanship of selvedge denim — a tightly woven fabric known for its clean edges and durability.
The Blue Tab expansion comes as Levi’s looks to recover from inflation and trade headwinds that forced it to scrap a prior goal of hitting $10 billion in revenue by 2027.
The San Francisco-based company reported $6.4 billion in sales last year and has logged high-single-digit growth in recent quarters. Singh said Levi’s could outline a new long-term revenue plan next year.
In the interview with The Journal, Singh said the dual-track strategy — selling $350 jeans alongside $20 pairs — is part of a deliberate strategy.
“We don’t take anything for granted,” he was quoted as saying. “We have to earn [consumers’] trust on a more frequent basis.”
Levi’s has used collaborations with high-end designers such as Kenzo and Miu Miu to burnish its image with affluent consumers.
The Blue Tab collection launched in Asia earlier this year and reached US stores in April. The quasi-cowboy couture is currently available in 14 stores across the country and nine in Europe.
Singh said Levi’s expects a strong holiday season, with the company selling more full-priced products this year and limiting discounts. Lower cotton prices are helping reduce costs, while new collaborations with brands like Barbour and Nike are drawing in fresh customers.
Despite tariffs on imports and a cooling global economy, Singh said the consumer remains resilient. “We’re not seeing any demand contraction,” he said.
The company is also eyeing future acquisitions to accelerate growth beyond denim, adding to its 2021 purchase of activewear label Beyond Yoga for $150 million.
“Right now, we have two brands,” Singh said. “We’ve left the door open for another brand.”
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