Levi Goes All In on Cowboy Culture to Hit $10 Billion Goal
To grow its customer base, the denim retailer is going back to its roots and making more affordable workwear staples catering specifically to blue-collar laborers.
Chef and actor Matty Matheson (left) and musician Shaboozey will be the faces of the new campaign, which features both on horseback.
Source: Levi
While Levi Strauss & Co. prepped its fashion-forward Beyoncé Cowboy Carter collection, its designers were quietly working on functional staples for real cowboys.
Like a lot of retailers, Levi has leaned into western style trends, though mostly through trendy, high-end products, including crystal-studded jackets, denim corsets and $325 jeans made in Japan. Now, America’s first denim brand is rolling out new products aimed at the blue-collar shoppers that first helped Levi become a household name for affordable workwear.
In 2022, Levi set a goal of hitting $10 billion in annual revenue. While other specialty retailer’s shares have plunged this year, Levi’s shares are up more than 23%. The company has been able to drive sales, which have been up on a year-over-year basis for the past five straight quarters. But it’s still more than $3.5 billion short of that ambitious revenue goal.