Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Levi’s Be More Than a Denim Brand?

The American retailer wants to reach $10 billion in sales by 2027, with plans to open more stores, expand into new categories and potentially buy other fashion companies.
Levi's, 501 jeans, Hailey Beiber, Denim, Marketing
Levi's new 501 campaign featuring Hailey Beiber. (Levi's)

Levi Strauss & Co. may be the world’s most popular jeans brand. But that’s no longer enough, chief executive Chip Bergh said Wednesday.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Why Levi's Is Worth $8 Billion

With a market capitalisation of $8 billion, the original blue jean maker plans to open new stores, develop fabric technology, offer more points of customisation for customers and improve its e-commerce experience.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?


The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON