Levi goes all in on cowboy culture to hit $10 billion goal

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, the San Francisco company 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 who 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 retailers’ 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