Levi’s bets big on luxury ‘Blue Tab’ $400 jeans as premium denim

Levi’s bets big on luxury ‘Blue Tab’ $400 jeans as premium denim

Levi Strauss & Co. is doubling down on luxury denim, planning to roll out its new “Blue Tab” jeans — which value $300 to $400 — in more shops next 12 months as it targets higher-end consumers while conserving its foothold in the mass market.

Levi’s exec Harmit Singh told Reuters that the premium assortment — impressed by heavy Japanese selvedge denim — carried out so effectively in early assessments 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, the place progress is outpacing the mid-tier denim class. The line also consists of shirts and jackets that promote for as a lot as $800 in Europe.

Blue Tab jeans, priced between $290 and $410 in Europe, mark Levi’s boldest push yet into the premium market, the place progress is outpacing the mid-tier denim class. Instagram/@levis

Levi’s still makes most of its income from its mid-market Red Tab vary and its low-cost Signature line, which is offered at shops like Walmart. But Singh, the iconic model’s chief monetary and progress officer, told The Wall Street Journal that Levi’s needs to develop its “addressable market” without abandoning price range consumers.

“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 material identified for its clear edges and sturdiness.

The Blue Tab expansion comes as Levi’s seems to be to get better from inflation and commerce headwinds that compelled it to scrap a previous purpose of hitting $10 billion in income by 2027.

The San Francisco-based company reported $6.4 billion in sales last 12 months and has logged high-single-digit progress in current quarters. Singh said Levi’s might define a new long-term income plan next 12 months.

A top Levi’s government said that its premium assortment carried out so effectively in early assessments across Asia, Europe and the US that the company will “come back with a larger scale in ’26.” Instagram/@levis

The Blue Tab line also consists of shirts and jackets that promote for as a lot as $800. Instagram/@levis

In the interview with The Journal, Singh said the dual-track strategy — promoting $350 jeans alongside $20 pairs — is a 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 picture with prosperous shoppers.

The Blue Tab assortment launched in Asia earlier this 12 months and reached US shops in April. The quasi-cowboy couture is at present out there in 14 shops across the nation and 9 in Europe.

Blue Tab launched in Asia earlier this 12 months and reached US shops in April. It is at present out there in 14 shops across the nation and 9 in Europe. levi.com

The San Francisco-based company reported $6.4 billion in sales last 12 months and has logged high-single-digit progress in current quarters. NurPhoto by way of Getty Images

Singh said Levi’s expects a strong vacation season, with the company promoting more full-priced merchandise this 12 months and limiting reductions. Lower cotton costs are serving to cut back prices, while new collaborations with manufacturers like Barbour and Nike are drawing in contemporary prospects.

Despite tariffs on imports and a cooling global economic system, Singh said the shopper stays resilient. “We’re not seeing any demand contraction,” he said.

The company is also eyeing future acquisitions to speed up progress past denim, including to its 2021 buy 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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