Levi's
Global apparel brand selling via wholesale, retail and e-commerce.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Levi Strauss & Co.
- Entity type
- COMPANY
- Founded
- 1853
- Headquarters
- United States
- Company size
- >5,000
- Market role
- Advertiser / Brand
- Ticker
- LEVI
- Official website
- levi.com
What Levi's does
The company creates value by owning globally recognised apparel brands and monetising them through product sales across wholesale, owned retail and direct-to-consumer digital channels. Its business model combines brand-led demand generation with multi-channel distribution, enabling revenue from both intermediary retail partners and direct end-customer transactions. The secondhand channel adds incremental value through resale and lifecycle extension of branded products.
Category differentiation
This is the listed apparel company and brand owner, not a retail media, adtech or software platform. It sells physical consumer apparel through wholesale and direct retail channels.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Levi Strauss & Co. is a public US apparel company best known for the Levi's brand. It designs, markets and sells jeans and related apparel through a multi-channel model that combines wholesale distribution, owned retail stores and direct-to-consumer e-commerce. The company also operates a branded secondhand channel, extending product lifecycle and supporting resale commerce. Its customers are end consumers buying branded apparel as well as wholesale and retail partners that stock its products. The company generates revenue primarily from the sale of physical apparel, with direct digital and store sales complementing wholesale distribution. Its market position is anchored in long-standing brand recognition, global scale and broad geographic reach.
Company news briefing
Briefing updated:
Building on its upgraded 7–7.5% full-year revenue outlook and robust Q2 performance, Levi Strauss & Co. is expanding its experiential marketing and brand protection strategies. Following its viral World Cup stadium activation, which generated approximately one billion media impressions, the company is sponsoring the State Fair of Texas with custom designs for its mascot. Concurrently, Levi’s is shifting its creative strategy for the autumn season, moving from single celebrity campaigns to diversified ambassador lineups targeting Gen Z subcultures, whilst continuing to enforce its trademark rights following a recent $33 million legal settlement gain.
Business model & monetisation
The company monetises primarily through retail margin on direct-to-consumer sales and wholesale product sales to channel partners. Additional monetisation comes from owned-store sales and secondhand resale transactions under the Levi's brand. The commercial model is product-driven rather than subscription-based or advertising-based.
- Wholesale apparel sales
- Wholesale product sales to retail partners
- Direct-to-consumer e-commerce sales
- Retail Margin
- Owned retail store sales
- Retail Margin
- Secondhand resale transactions
- Retail Margin
Products & capabilities
No products with linked sources are available in this view.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
State fairs become new pop-up destination for brands like E.l.f.
Experiential Marketing · Recorded impact score: 2/5
The article reports on a growing trend of national brands using state fairs as venues for pop-up activations and sponsorships. E.l.f. Beauty held a successful pickle-themed pop-up at the Minnesota State Fair, attracting nearly 64,000 visitors and over 200 influencers. The brand will next sponsor the State Fair of Texas, alongside Levi's, which is creating custom jeans for the fair's mascot, Big Tex. Sponsorship leads explain that state fairs draw diverse, large audiences and offer opportunities for influencer marketing and social media campaigns. The State Fair of Texas attracts 2.3-2.5 million visitors annually. The piece highlights how fair sponsorships have evolved from simple signage to complex, multi-channel brand experiences.
- E.l.f. Beauty's pickle-themed pop-up at the Minnesota State Fair attracted nearly 64,000 attendees over four days.
- E.l.f. will sponsor the State Fair of Texas alongside brands like Coca-Cola and Lucchese.
Apple, Nike, Adidas, Coinbase, Levi's Earn Emmy Nods
Creative & Awards · Recorded impact score: 1/5
Six commercial spots from five brands — Apple, Nike, Adidas, Coinbase and Levi’s — received Emmy nominations for Outstanding Commercial, according to an Ad Age article by Tim Nudd published July 9, 2026. The piece notes Levi’s returned to the Super Bowl after more than 20 years with a spot titled “Backstory,” created by TBWA\Chiat\Day LA. The article lists the brands nominated and highlights Levi’s Super Bowl creative return; it does not detail the specific ads for each nominee beyond the Levi’s mention.
- Six spots from five brands were nominated for the Emmy for Outstanding Commercial.
- Brands named as nominees: Apple, Nike, Adidas, Coinbase and Levi’s.
Explore company relationships
Questions about Levi's
What is Levi's?
Levi's is the trading brand of Levi Strauss & Co., a public apparel company that sells jeans and related clothing worldwide.
Who uses Levi's?
Consumers buy its apparel directly through stores and e-commerce, while wholesale retail partners buy inventory for resale.
How does Levi's make money?
It makes money by selling branded apparel through wholesale accounts, owned retail stores, direct e-commerce and a smaller secondhand resale channel.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
8 publicly documented primary sources and citations linked across the market graph.
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