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Tag: Levi

  • Levi Strauss & Co Welcomes Anita Fung as New MD to Boost Greater China Operations

    Levi Strauss & Co Welcomes Anita Fung as New MD to Boost Greater China Operations

    Levi Strauss & Co. has announced that Anita Fung will take on the role of Managing Director for the Levi’s brand in Greater China. The region is a key strategic market for the company, and this appointment is an important step in their long-term growth plans.

    Leading Commercial Operations in Greater China

    In her new role, Fung will oversee commercial operations across all channels in the region. She will be directly reporting to Gianluca Flore, the Chief Commercial Officer at Levi Strauss & Co. This move is part of the company’s ongoing efforts to enhance its direct-to-consumer strategy.

    Expertise in the Fashion Industry

    Fung brings to the table an impressive 20 years of experience in the Asia-Pacific region. Her previous roles include notable senior positions at global luxury fashion brands Burberry and Alexander McQueen, both part of Kering. As a part of these roles, Fung was responsible for managing regional operations and played a crucial part in increasing the brands’ presence and performance.

    Confidence in the New Appointment

    “Anita’s role is crucial to our long-term growth ambitions in Greater China,” said Gianluca Flore. “I am confident in her ability to enhance our status as a leading lifestyle brand. She possesses a wealth of expertise in engaging with customers in this dynamic and fashion-forward market.”

    This appointment is a strategic move by Levi’s to strengthen its execution in Greater China, a market that is not only highly competitive but also integral to the global fashion industry’s growth.

    Earlier this year, the company also appointed Hiren Gor as Managing Director for the South Asia, Middle East, and Africa (SAMEA) region.

    Questions & Answers

    Why was Anita Fung appointed as the new Managing Director for Levi’s in Greater China?
    Anita Fung was appointed due to her extensive experience in the Asia-Pacific region and proven track record in senior roles at global luxury fashion brands.

    What are the responsibilities of Anita Fung in her new role at Levi’s?
    As the Managing Director for Levi’s in Greater China, Fung will oversee commercial operations across all channels in the region and report to the Chief Commercial Officer, Gianluca Flore.

    What is the significance of the Greater China market for Levi Strauss & Co.?
    Greater China holds strategic importance for Levi Strauss & Co. as it is central to global fashion growth. The company is working to strengthen its position in this highly competitive market as part of its long-term growth plans.

  • Levi Strauss Taps Vicky Skelton to Propel Growth in East Asia Pacific

    Levi Strauss Taps Vicky Skelton to Propel Growth in East Asia Pacific

    Levi Strauss & Co has recently named Vicky Skelton, an experienced executive within the company, as the new Managing Director for East Asia Pacific. This move comes as part of the denim giant’s strategy to boost growth in this key region.

    Vicky Skelton’s New Role

    Skelton will assume responsibility for supervising all commercial operations across a variety of channels in her new position. She will lead the charge in driving sustainable, long-term growth throughout the East Asia Pacific. This is a region where Levi’s has been experiencing a strong upward trend.

    The company has identified several potential growth areas including retail expansion, digital acceleration, and brand-driven growth. These opportunities are backed by a robust consumer demand for the Levi’s brand and solid local partnerships already in place.

    Gianluca Flore, the Chief Commercial Officer at Levi Strauss & Co, spoke highly of Skelton, stating that she has consistently demonstrated the ability to deliver strong results while creating high-performing, purpose-driven teams. He highlighted her role in amplifying brand momentum in Canada and expressed his confidence in her ability to replicate this success in the East Asia Pacific, setting the stage for future growth.

    Vicky Skelton’s Track Record

    Skelton has been with Levi’s for over 13 years, during which she has held several senior leadership positions across the company. In her most recent role as General Manager of Canada, Skelton implemented a more focused direct-to-consumer strategy. She was successful in providing robust commercial performance and fostering growth in the women’s category.

    Questions & Answers

    What is Vicky Skelton’s new role at Levi Strauss & Co?
    Vicky Skelton has been appointed as the Managing Director for East Asia Pacific.

    What will be her main focus in this role?
    Her primary focus will be to oversee commercial operations across all channels and lead efforts to drive sustainable, long-term growth in the East Asia Pacific region.

    What has been her contribution to Levi Strauss & Co so far?
    Skelton has been with Levi’s for over 13 years, holding several senior leadership positions. Most recently, she served as General Manager of Canada where she led a more focused direct-to-consumer strategy, delivered solid commercial performance, and accelerated growth in the women’s category.

  • Levi’s Makes a Fashion Statement: Weaving into the Cultural Fabric of Australia

    Levi’s Makes a Fashion Statement: Weaving into the Cultural Fabric of Australia

    At the 2025 National Gallery of Victoria (NGV) Gala, an unexpected element caught everyone’s attention – a denim carpet. This unusual red carpet replacement was not just a whimsical twist, but a calculated move by Levi’s, the clothing brand sponsor, showcasing its deep-rooted connections within the cultural matrix of today.

    The NGV Gala, one of Australia’s most esteemed events, is a grand celebration of art, fashion, and food. Levi’s participation in the grand event extended beyond a mere brand appearance. It signaled a strategic step in its plan to establish itself firmly at the confluence of culture in the Australasian region. Levi’s seized this opportunity to position itself not just as a heritage brand but as a proactive player in shaping modern creativity.

    A Strategy Rooted in Authenticity

    The General Manager of Levi’s ANZ, Michael Baer, had highlighted the crux of the partnership prior to the Gala. He stressed the importance of cultural credibility, maintaining that it had to be genuine and earned rather than contrived.

    Baer insisted, “It is of utmost importance that every partnership we form feels authentic and reciprocal.” This philosophy was at the heart of Levi’s strategy: forging ties that mirrored the brand’s ethos and resonated with its community.

    This authenticity was evident in every decision made during the Gala, starting with the Levi’s Denim Carpet. This innovative centerpiece replaced the traditional red runway with a deep indigo denim sprinkled with the iconic red tab, a subtle yet powerful homage to the brand’s heritage. It represented Levi’s 150-year-old legacy of turning workwear into something functional yet fashionable, ordinary yet iconic.

    Fashion, Music, and Art Fusion

    Levi’s aimed to transcend mere visibility. It sought to establish a presence where its audience already existed – in music, art, and fashion. The Gala offered the ideal environment for this.

    Manly-based musician Don West, known for his effortless cool and natural affinity for denim, was the star attraction of the night. He performed with his seven-piece band, all bedecked in bespoke Levi’s pieces fashioned in collaboration with designer Karen Walker.

    This performance highlighted Levi’s capacity to leverage live culture as a narrative medium – one that amalgamated sound, style, and substance.

    Complementing the concert was a fashion runway featuring designs by RMIT’s top fashion students. Their designs, a fusion of innovation and sustainability, mirrored Levi’s ongoing commitment to nurture young talent and advocate environmentally friendly design.

    Local Connections, Global Resonance

    The NGV Gala partnership reflected Levi’s broader regional strategy: forming meaningful collaborations with local creative communities to expand its cultural influence.

    Levi’s aspired to reflect the diversity and creativity of its consumers in Australia and New Zealand, from collaborating with visual artists to engaging musicians. This strategy aimed to solidify Levi’s enduring presence within Australia’s cultural institutions, ensuring the brand remained not just relevant, but central to the country’s creative dialogues.

    Heritage Melding with Modern Culture

    The NGV’s star-studded exhibition featuring Vivienne Westwood and Rei Kawakubo provided a fitting backdrop. Like Levi’s, both these fashion houses embody a rebellious spirit and a lasting impact on style and identity.

    By the end of the event, it was evident that Levi’s wasn’t merely a sponsor – it was a story weaver. Levi’s impact at the NGV Gala showcased a disciplined strategy founded on authenticity, creativity, and cultural partnerships.

    Questions & Answers

    What was the significance of the Levi’s Denim Carpet at the 2025 NGV Gala?
    The Levi’s Denim Carpet, replacing the traditional red carpet, signified the brand’s deep-rooted connection with the cultural fabric of society. It was also an homage to the brand’s heritage.

    What was the intention behind Levi’s partnership with the NGV Gala?
    Levi’s aimed to establish itself firmly at the crossroads of culture in the Australasian region, positioning itself as a proactive player in shaping modern creativity.

    How did Levi’s reflect its commitment to authenticity and creativity at the Gala?
    Levi’s showcased its commitment to authenticity and creativity by creating meaningful collaborations with local creative communities, nurturing young talent, advocating environmentally friendly design, and leveraging live culture as a narrative medium.

  • Levi Strauss & Co. Sees Robust Q3 Growth Driven By Direct-to-consumer Sales Surge

    Levi Strauss & Co. Sees Robust Q3 Growth Driven By Direct-to-consumer Sales Surge

    Levi Strauss & Co. continues to prove its strength in the retail industry, experiencing significant profit in the third quarter. The primary factor driving this growth is the double-digit increase in sales through the company’s direct-to-consumer (DTC) channel.

    Financial Performance

    By the end of the third quarter on August 31, the firm’s net revenues had reached $1.5 billion, showing a 7% rise year-on-year. This growth is consistent in both reported and organic terms. Sales in the Americas, Asia, and Europe also saw considerable increases, with 6%, 12%, and 5% respectively. Specifically, the U.S. saw a 3% increase in sales, reflecting the company’s strong presence in the domestic market.

    The DTC channel played a significant role in this surge with net revenues increasing by 11% as per reported data and 9% organically. This is attributed to a 7% jump in the U.S., a 4% rise in Europe, and a staggering 14% surge in Asia. Meanwhile, wholesale net revenues also observed an uptick, though at a slower pace, with a 3% rise in reported terms and a 5% increase organically.

    Profit and Future Strategy

    The company’s operating margin saw remarkable growth, reaching 10.8% from the previous year’s 2.3%. The gross margin also improved by 110 basis points to a robust 61.7%. The driving factors for this improvement were a favorable channel mix and price increases, which were slightly offset by the effects of import tariffs.

    The net income from continued operations, excluding the Dockers business, stood at $122 million, a significant increase from last year’s $23 million. The company also successfully sold the Dockers intellectual property and operations in the U.S. and Canada for $194.7 million as of July 31. The remaining operations are projected to be sold in the first quarter of the upcoming year.

    The President and CEO of Levi Strauss & Co., Michelle Gass, lauded the company’s impressive performance, attributing it to the strategic shift towards becoming a DTC-first, comprehensive denim lifestyle retailer. Despite the complex macroeconomic environment, Gass expresses optimism about the company’s ability to sustain this profitable growth well into 2026 and beyond.

    Expectations for the Coming Year

    Levi Strauss & Co. has revised its full-year guidance upward, predicting a 3% increase in net revenues. This is a significant rise from the 1-2% growth forecast provided in the second quarter. This prediction assumes that import tariffs from China will remain at 30% and the rest of the world at 20%.

    Questions & Answers

    What was the primary driver behind Levi Strauss & Co’s growth in the third quarter?
    The key driver was the double-digit growth in sales from the company’s direct-to-consumer (DTC) channel.

    What led to the improved operating margin of Levi Strauss & Co.?
    The improvement in operating margin was driven by a favorable channel mix and price increases, partially offset by the impact of tariffs.

    What are Levi Strauss & Co.’s growth expectations for the upcoming year?
    For the coming year, the company predicts a 3% increase in net revenues, assuming that import tariffs remain the same.

  • Veteran Leader Hiren Gor Appointed As Levi Strauss & Co.’s Managing Director For Emerging Markets

    Veteran Leader Hiren Gor Appointed As Levi Strauss & Co.’s Managing Director For Emerging Markets

    Levi Strauss & Co has appointed Hiren Gor as the Managing Director for the South Asia, Middle East, and Africa (SAMEA) region, effective immediately.

    Gor is a veteran leader with a 16-year tenure at Levi’s, with his previous role being the General Manager for South Asia. During his time in the company, Gor has spearheaded retail expansion efforts, implemented the iconic store strategy, and increased the company’s digital and omnichannel operations. His promotion is aimed at aligning with Levi’s strategic plan of enhancing its footprint in crucial emerging markets.

    In his latest position, Gor will manage operations across South Asia, the Middle East, and Sub-Saharan Africa. He will be focused on fostering growth and intensifying the company’s presence in these diverse and highly competitive markets.

    Gor’s strategic clarity, operational excellence, and strong affiliation with the brand have been highly praised by the company. Gianluca Flore, the Chief Commercial Officer at Levi Strauss & Co., expressed his confidence that Gor’s leadership will continue to enhance the company’s commercial performance and deepen its influence across these dynamic markets.

    Levi Strauss & Co. has recently reported promising second-quarter results, exceeding initial expectations. The financial report for the second quarter, which ended on June 1, revealed a 6% increase in net revenues on a reported basis and a 9% rise on an organic basis, amounting to US$1.4 billion.

    Questions & Answers

    Who is the newly appointed Managing Director for the SAMEA region at Levi Strauss & Co.?
    Hiren Gor has been appointed as the new Managing Director for the South Asia, Middle East, and Africa (SAMEA) region at Levi Strauss & Co.

    What were some of Gor’s achievements during his previous role at the company?
    During his tenure, Gor led retail expansion efforts, implemented the iconic store strategy, and grew the company’s digital and omnichannel operations.

    What were the second-quarter financial results for Levi Strauss & Co.?
    The company reported a 6% increase in net revenues on a reported basis and a 9% rise on an organic basis, reaching US$1.4 billion.

  • Levi Strauss & Co. Projects Revenue Surge, Boosting Fy25 Forecast Amid Strong Q2 Performance

    Levi Strauss & Co. Projects Revenue Surge, Boosting Fy25 Forecast Amid Strong Q2 Performance

    Levi Strauss & Co. anticipates a brighter financial future following robust sales and profit increase in the second quarter. The company has revised its net revenue growth forecast for FY25, projecting a rise of 1-2% compared to the earlier prediction of a 1-2% decline.

    Projected Organic Revenue Growth

    The expected organic growth in revenue has also been adjusted. Levi Strauss & Co. now projects an increase of 4.5-5.5%, a significant improvement from the earlier estimate of 3.5-4.5%. These expectations are centered on the company’s continuing operations, excluding the Dockers business, which was divested earlier in May.

    Implication of Tariffs on Outlook

    The company’s forecasts take into consideration the current tariff rates. It anticipates that the US tariffs on imports from China will persist at 30%, and the remaining global tariffs will remain at 10% for the rest of the year.

    Harmit Singh, Chief Financial and Growth Officer of Levi Strauss & Co., expressed confidence in the company’s future, asserting, “We are fundamentally evolving into a higher growth, higher margin organization, with enhanced cash flows and returns on invested capital.”

    Second Quarter Performance

    The second quarter, which concluded on June 1, was a strong one for Levi Strauss & Co. The company achieved a 6% increase in net revenues on a reported basis and a 9% increase on an organic basis, culminating in a total revenue of US$1.4 billion.

    Regionally, organic sales rose 9% in the Americas and 15% in Europe. However, sales remained stagnant in Asia. Net income from continuing operations also witnessed a remarkable increase, rising from $17 million in the previous year to $80 million.

    Looking Ahead

    The company’s President and CEO, Michelle Gass, expressed optimism about the company’s future. She stated that Levi Strauss & Co. is entering the second half of 2025 with a strong foundation. The company continues to strive towards becoming a leading denim lifestyle brand and a top direct-to-consumer retailer. Gass is confident that Levi’s future is brighter and its legacy larger, and the company is steadily building towards this vision quarter by quarter.

    Questions & Answers

    What is the revised net revenue growth forecast for Levi Strauss & Co. for FY25?
    The company now expects a 1-2% increase in net revenue, a reversal from the previous prediction of a 1-2% decline.

    What is the projected organic revenue growth for the company?
    The revised estimate for organic revenue growth is 4.5-5.5%, up from the earlier forecast of 3.5-4.5%.

    How did Levi Strauss & Co. perform in the second quarter?
    The company reported a 6% increase in net revenues on a reported basis and a 9% increase on an organic basis. Net income from continuing operations rose to $80 million, a significant increase from $17 million in the previous year.

  • Levi Strauss Sells Dockers to Authentic Brands Group in a Deal Worth Up to $391 Million

    Levi Strauss Sells Dockers to Authentic Brands Group in a Deal Worth Up to $391 Million

    Levi Strauss & Co. has made headlines with its recent decision to sell its Dockers brand to Authentic Brands Group in a deal that could total up to $391 million. The initial segment of this transaction is valued at $311 million, with an additional $80 million hinging on future performance-based earnouts.

    This strategic move is part of Levi’s commitment to refocus its efforts on its core Levi’s® brand. The company is also looking to enhance its direct-to-consumer initiatives, expand internationally, and invest further in women’s and denim lifestyle categories. It’s a bold leap, shedding baggage to soar towards new horizons.

    The sale is anticipated to unfold in two stages: the U.S. and Canada transactions are expected to conclude by July 31, 2025, while the global deal will wrap up by January 31, 2026. As part of the transition, Levi’s has pledged its assistance to ensure a smooth handover, and plans to channel $100 million of the proceeds back to shareholders through stock buybacks. Talk about leaving the nest with a little extra cash!

    BofA Securities provided advisory services for Levi’s, while legal counsel was handled by Cleary Gottlieb Steen & Hamilton LLP.

    Questions & Answers

    What is the total value of the deal between Levi Strauss & Co. and Authentic Brands Group?
    The initial transaction is valued at $311 million, with potential additional earnouts bringing it up to $391 million.

    When are the expected closing dates for the sale?
    The U.S. and Canada deal is set to close by July 31, 2025, while the global transaction will be completed by January 31, 2026.

    How will Levi’s utilize the proceeds from the sale?
    Levi’s plans to return $100 million of the proceeds to shareholders through stock buybacks.

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  • Levi’s Expands Brand Growth with New Flagship Store in Nagoya

    Levi’s Expands Brand Growth with New Flagship Store in Nagoya

    Levi Strauss & Co. Unveils Its Largest Store in Asia Pacific to Boost Consumer Connection in Japan

    Levi Strauss & Co., a trailblazer in denim and casual wear, has strategically expanded its footprint by opening its largest single-floor store in the Asia Pacific region—located at Nagoya ZERO GATE, Japan. This launch is a significant step in the brand’s effort to enhance customer experience and embrace local culture.

    Expanding Brand Presence with Innovative Store Features

    Spanning an impressive 5,380 square feet, the new flagship store in Nagoya is not only about size but also about offering unique experiences. It hosts the first Levi’s Tailor Shop in the Tokai region, where customers can enjoy personalized services such as embroidery, fabric paneling, and repairs—tailored to their tastes and preferences.

    Adding to the consumer experience, the store features an upscale lounge area, integrates digital elements for a seamless shopping experience, and proudly stands as the brand’s inaugural data shop in the city. This launch aligns well with Levi’s direct-to-consumer (DTC) strategy which prioritizes immersive brand experiences to foster deeper customer relationships.

    A Strategic Choice for Consumer Engagement

    Nuholt Huisamen, Managing Director & Senior Vice President, APAC at Levi Strauss & Co., explained that choosing Nagoya — one of Japan’s largest cities known for its rich history and vibrant culture — was a strategic decision. This location aligns perfectly with Levi’s goal to always be at the cultural epicenter, thus reinforcing the brand’s presence in significant urban landscapes.

    “The store is strategically positioned to show the fullest expression of our assortment, enabling consumers in Nagoya to fully immerize themselves in the Levi’s lifestyle brand. This is a direct reflection of our ambition,” Huisamen added.

    Expectations for Market Reception

    Following robust performances in major Japanese cities like Tokyo, Osaka, and Kyoto, expectations are high for the Nagoya store. Huisamen expressed optimism about the new store’s potential, given the Japanese consumers’ profound appreciation for heritage denim and the Levi’s brand overall. This indicates a promising future for Levi’s in strengthening its market position through direct engagements and tailored retail experiences.

    Potential Impact on the Retail Sector

    This expansion not only solidifies Levi’s commitment to enhancing consumer interactions through a DTC strategy but also sets a benchmark in the retail sector for combining traditional shopping with personalized and digital experiences. The move could inspire similar strategies across the industry, potentially reshaping retail interactions and consumer expectations in the region.

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  • Levi’s unveils new Icon store at Palladium Mall Mumbai

    Levi’s unveils new Icon store at Palladium Mall Mumbai

    American denim brand Levi’s has opened an Icon store at Palladium Mall, in Mumbai.

    Spanning 5197sqft, the boutique features an indigo ombre facade, with the ceilings, walls, and pillars painted in indigo.

    The store aims to deliver an elevated shopping experience, offering bespoke alterations, custom embroidery, and distressing.

    At the same time, a spacious lounge area has been incorporated, allowing visitors to shop and engage at their own pace.

    Hiren Gor, GM for South Asia at Levi Strauss & Co, said the new Icon store supports the brand’s expanding direct-to-consumer strategy in India.

    “Mumbai remains a key market for us,” he said. “Palladium Mall, known for its premium luxury retail mix and fashion-forward consumers, provides the perfect setting for our latest Levi’s Icon store.”

  • Levi’s to fuel growth ambitions with Suria KLCC Malaysia store reopening

    Levi’s to fuel growth ambitions with Suria KLCC Malaysia store reopening

    Levi’s has reopened its expanded store at Suria KLCC, Malaysia. Spanning 393sqm, this is the brand’s largest flagship in Southeast Asia and part of its direct-to-consumer expansion strategy in the region.

    The new store features the brand’s signature NextGen Indigo format, designed to deliver an immersive shopping experience, with modern touches like LED portal entry and elevated style lounges.

    It will offer various collections including Levi’s Vintage Clothing, the Made in Japan line, and climate-adaptive offerings such as the Performance Cool range.

    Levi’s also partnered with local artists to offer unique, Malaysia-inspired personalisation options. For the reopening, the brand worked with street artist Cloakwork to design exclusive heat press patches that celebrate local heritage.

    In addition, the Suria KLCC outlet has its very own Tailor Shop, offering consumers the option to personalise and customise their apparel.

    Nuholt Huisamen, MD of East Asia Pacific, Levi Strauss and Co, said strengthening its presence in Southeast Asia is crucial for the brand’s growth ambitions.

    “Our ambition is to become a $10 billion company and a world-class retailer, and our international business will play an integral role in helping us to achieve this,” said Huisamen.

    “Southeast Asia – and the broader East Asia Pacific region – holds immense potential for us, with many markets leading the way in creating fashion trends that are quickly picked up globally.”

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  • Levi’s opens its largest store in Bangkok

    Levi’s opens its largest store in Bangkok

    Levi Strauss & Co has reopened its 364 sqm store at CentralWorld in Bangkok, marking the brand’s largest location in Thailand.

    Located on the second floor of Bangkok’s mall district Chidlom, the store is home to the country’s second Levi’s Tailor Shop, an alteration, restoration and customisation station helmed by skilled tailoring professionals.

    “Thailand is an important strategic market for Levi Strauss & Co within Southeast Asia, and Bangkok is one of the world’s most popular destinations for international tourists,” said Sameer Koul, general manager for Southeast Asia and country manager for Levi Strauss & Co in Thailand.

    “Levi’s CentralWorld store opens as our largest store in Southeast Asia to date, and represents our commitment to this dynamic market as we continue to build deeper direct connections with both local and international shoppers in Thailand,” he added.

    The expanded store also houses collections that collaborated with key cultural figures from Thai artists, even seasonal exclusives, displayed on the opening day in the Beacon Zone.

    Levi Strauss & Co reopened its Levi’s store in Japan’s Kyoto last month, which features the brand’s NextGen format designed to elevate the shopping experience.

  • Levi’s sets date for CEO transition

    Levi’s sets date for CEO transition

    Levi Strauss & Co has named Michelle Gass as president and CEO, effective January 29 next year, replacing Chip Bergh.

    Bergh is set to retire on April 26 next year. He has been elected to serve as executive vice chair of the board until his retirement date, after which he will transition to a senior advisor role until the end of fiscal FY24.

    “It has been an incredible privilege to lead this great company as CEO for the last 12 years. I want to especially thank my team, the board of directors and the family shareholders for all their support through the years,” said Bergh.

    “While I’ve known Michelle for more than a decade, my time working closely with her this past year has given me great confidence that her experience, track record of innovation and impact, and passion for the business will position the company for sustainable, profitable growth and significant shareholder and stakeholder value creation.”

    Gass has been the president of Levi Strauss & Co since January this year. Before that, she held senior positions at Kohl’s and Starbucks.

    “I am honored to be stepping in to lead this iconic brand and company, one that I have deeply admired and respected for many years. Levi’s is more than a denim icon; it’s part of our cultural fabric and an enduring symbol of quality, innovation and progress,” said Gass.

    “I am incredibly excited to lead our amazing team and to reali

  • Levi’s unveils plant-based edition of its 501 jeans

    Levi’s unveils plant-based edition of its 501 jeans

    Levi’s new jean is an example of how the food industry is setting fashion trends.

    The San Francisco-based brand unveiled the first 501 jeans made with at least 97 percent plant-based materials. Levi’s said the jeans “are an indication of what the industry could look like in the years ahead given the push to minimize synthetic materials derived from fossil fuels and the need to make more garments with renewable inputs rather than finite resources.”

    Made with 100 precent OCS-certified organically grown cotton, the 501 is made possible through a series of recent partnerships and pilots.

    The fabric is dyed with plant-based indigo from Springfield, Tenn.-based Stony Creek Colors and references Levi’s X80 archival shade. Levi’s invested in the only industrial-scale manufacturer globally of 100 percent bio-based indigo last year, following several Levi’s WellThread collections made with the naturally derived colors.

    For the internal pocket bag, Levi’s used a 100 percent cotton component printed with BioBlack TX, a plant-based black pigment made from wood waste, manufactured in a closed-loop system and developed by Nature Coatings, another collaborating partner. Levi’s used the pigment for the floral-printed denim pieces in its Spring/Summer 2023 WellThread collection.

    Levi’s replaced its traditional leather back patch with one made with Mirum by NFW. The material is comprised of 100 percent bio-based, plastic-free inputs that don’t generate effluent during production. The brand’s use of leather for patches has been a point of contention with PETA, which for years has urged it to adopt cruelty-free alternatives.

    Each patch says “plant based” and features a small green leaf next to the lot number. The leaf motif is replicated on the 501’s signature red tab.

    The sewing thread, care label and metal trims are the only materials not created from plants.

    The women’s plant-based 501 is available now in two washes, a light wash Indigo Botanics and medium wash Blue From Green, and retails for $128. A men’s version will launch on July 31.

    “In our ongoing research and development, we strive to improve our design practices and conserve environmental resources every way we can,” said Una Murphy, Levi’s director of design innovation. “By incorporating sustainable innovation, in mainline and premium product alike, we learn what’s possible and how we can continue working towards solving some of our biggest challenges.”

    The plant-based jean is part of a suite of newness from Levi’s that challenges traditional denim manufacturing.

    Levi’s will bow a cottonized hemp-cotton blend selvedge 501. The jean will be available in a variety of shades and finishes for women and men, some featuring natural dyes. Levi’s will release the jeans throughout the year.

    The brand is also putting its circular 501, first released last year, back in the spotlight. The jean is made with a blend of organic cotton and Renewcell’s pioneering Circulose fiber, a viscose derived from recycled denim and other cotton-rich textile waste.

    The 501 has been a focal point for Levi’s, which celebrates 150 years this year.

    Paul Dillinger, Levi Strauss & Co.’s VP of design innovation, said the three innovative jeans show that while Levi’s is still focused on producing classic garments, the company is looking to moving in the direction of more circular products and practices.

    “We want to show what is possible,” Dillinger said. “At the same time, we’re challenging ourselves to get closer to a state where products like this represent more of a product line, and where they’re seen not as the endgame, but a starting point that we want to top next season, and the season after that.”

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  • Levi’s largest Southeast Asia store lands in Singapore

    Levi’s largest Southeast Asia store lands in Singapore

    Levi’s will be launching new stores and rolling out existing store refreshes as well as new in-store services throughout the East Asia Pacific (EAP) region. New stores are expected to launch this year in Singapore, Malaysia, Indonesia, Japan, Australia, and Thailand. This is part of the company’s plans to accelerate sustainable business and commercial growth in the EAP region.

    Its stores and shop-in-shops will be refurnished into NextGen Indigo stores, and this will be done using digital tools to streamline the consumer journey, including installing LED portal entry archways and LED screens for marketing content. Levi Strauss & Co. managing director and senior vice president of EAP, Nuholt Huisamen, said that in Thailand alone, close to 100 new retail stores will be introduced in the new NextGen Indigo format, eight of which opened on 1 April. This marks the pivot towards a 100% owned-and-operated business model in the country, added Huisamen.

    Select stores in the region will also introduce in-store tailoring services to offer greater personalization of apparel. According to Levi’s, as the retail market finds its new equilibrium, the company will focus on omnichannel engagement, leveraging the hybrid customer experience model. Some of the brand’s marketing plans for 2022 include leveraging the brand experiences with initiatives such as 501 Day and the Levi’s Music Project. 501 Day is a global campaign that commemorates the iconic blue jean receiving its official patent. Similarly, the Levi’s® Music Project is a programme that connects with and supports artists and aims to leave a more global footprint.

    Exciting consumer-facing events and activities in Bangkok will also be announced, Huisamen said, adding that more localised activities will be rolled out in key markets this year.

    D2C focus played a role in financial success

    Levi Strauss & Co., which owns Levi’s, Dockers, and Beyond Yoga, reported an 11% increase in net revenue on a reported basis in Asia during the first quarter of the year. The increase was driven by both its D2C and wholesale channels and most markets, despite a few markets continuing to experience COVID-related impacts.

    Direct to consumer (D2C) net revenues for the region increased 17% driven by strong performance in its company-operated stores, as well as eCommerce, which was up 22%. Wholesale net revenues increased 5% driven by strength of the Levi’s brand across several markets. Net revenues through all digital channels grew 17% and represented 14% of the segment’s sales in the quarter.

    Huisamen credits its success with placing consumer at the centre of everything it does and its focus on D2C. Huisamen cited the recent expansion into Thailand as an example of this. With Levi’s global D2C eCommerce increasing by 22% in the past year, the company prioritised its Thai eCommerce site and created a dedicated CRM programme as well, to respond to the omnichannel behaviour of its younger, digitally savvy target audience.

    With young consumers becoming a priority audience, Huisamen said that it is important the brand continue to adopt a digital-first mindset to better serve and appeal to them – both from a marketing and consumer standpoint. Levi’s has thus dialled up its social media presence locally with newly launched channels on platforms such as LINE, Facebook, Instagram and Twitter. On top of that, there are brand collaborations and collections with other brands such as The Simpsons, BEAMS, Human Made and Levi’s® Fresh. These have already been rolled out in the region, and reflect the brand’s push to connect with younger audiences.

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  • Levi Strauss sets up its own operation in Thailand

    Levi Strauss sets up its own operation in Thailand

    Levi Strauss & Co, the trademark owner of Levi’s denim, has established its own operation in Thailand after a 25-year distribution contract with DKSH ended last month, allowing the brand to connect directly with Thai aficionados.

    According to Sameer Koul, the company’s general manager for Southeast Asia, the business of Levi’s in Thailand would from now on be handled by LS&Co Thailand, the firm’s own subsidiary.

    Thailand is the second country in the Southeast Asian market in which Levi’s has decided to run its own business 100%, following Singapore. This is a strategic move to accelerate its growth, reach a wider customer base and cope with the competitive environment.

    “Thailand has a huge opportunity to grow our business due to a favorable customer demographic. Levi’s has very strong brand recognition among Thai fans. Moreover, Thai customers love to express themselves,” Mr Koul said.

    According to Mr Koul, the company expects that running its own operation rather than it being run by a distributor would ensure the brand would directly reach generations of local customers, particularly those aged between 18-30.

    Members of this age group typically buy 1.5-2 pairs of jeans per year, compared to an average of one pair per year among others not included in this group.

    Product characteristics are also being adjusted while brick-and-mortar stores will be refurbished under a new store format known as “NextGen Indigo Stores”.

    At present, there are eight NextGen Indigo Stores in Thailand including outlets at Siam Paragon, Emporium, Central Lat Phrao and Central Festival Chiang Mai.

    At Levi’s Lat Phrao shop, customers are able to customize their own products in terms of design and decoration. The company also launched an inaugural Thai version of its website allowing consumers to access its products more easily.

    Mr Koul said during 2019-2020, the global fashion industry faced a 20% decline in terms of sales due to the pandemic.

    Nonetheless, Levi reported strong financial performance in 2021, with net revenue of US$5.8 billion, which was similar to the figure for 2019.

    Of the total, 55% of revenue was from the international market, up from 49% in 2016.

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