Levi’s witnessed an impressive 20% jump in its stock on Thursday, all thanks to Beyoncé’s latest hit, “Levii’s Jeans,” from her country album “Cowboy Carter,” which dropped last month. The song, a catchy duet with Post Malone, runs for a bit over four minutes and gives multiple shoutouts to the iconic denim brand.
Levi Strauss CEO, Michelle Gass, couldn’t hide her enthusiasm, stating, “Denim is having a moment, and the Levi’s brand is at the forefront of this global wave.” She highlighted the significance of staying relevant in culture, especially with influential figures like Beyoncé, emphasizing the importance of their investment in maintaining the brand’s cultural centrality.
In addition to the buzz generated by the Beyoncé song, Levi’s has seen a boost in sales thanks to new denim products, including skirts and alternative pants styles. Capitalizing on the Beyoncé effect, Levi’s even tweaked its Instagram handle to “Levii’s,” mirroring the song’s spelling.
Wells Fargo analyst Ike Boruchow noted the impact of Beyoncé’s endorsement, stating, “A nod from cultural icon Beyoncé in her new song ‘Levii’s Jeans’ is having a clear positive impact on the denim category, particularly for Levi’s.”
Despite a slight dip in stock value to $20.69 on Friday afternoon, the excitement around Beyoncé’s mention and the broader range of products have certainly given Levi’s a notable boost. Beyoncé’s eighth studio album, featuring 27 tracks and appearances from country legends like Willie Nelson, Miley Cyrus, and Dolly Parton, is proving to be as influential in the fashion world as it is in music.
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