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

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