• by Sarah Mahoney , 8 hours ago

Levi’s says Beyoncé and Shaboozey are helping it stay cool — and profitable. The denim icon reported a 7% third-quarter revenue increase to $1.5 billion, outpacing rivals even as most apparel brands tighten belts. U.S. sales rose 3%. And while many companies are cutting forecasts to brace for tariffs, Levi’s boosted its outlook.

Adjusted net income rose slightly to $136 million, compared to $134 million a year ago.

On its earnings call, president and CEO Michelle Gass credited the growth — its fourth consecutive quarter of high single-digit gains — to transformation efforts focused on improving direct-to-consumer channels, where sales climbed 11%, and to a heightened focus on brand-led marketing.

“We launched the final chapter of the ‘Reimagine’ campaign with Beyoncé,” she said. “This campaign delivered as intended, fueling momentum across the business, specifically driving growth in our Levi’s women’s business, up 12% year to date.”

In August, the company introduced a new global campaign starring Shaboozey, “underscoring our relevancy and authenticity with men.” The effort features Levi’s classics — the 501, the trucker jacket, and the Western shirt — and is being “well received.” Shaboozey’s breakout role in Beyoncé’s “Cowboy Carter” era helped Levi’s double down on its Americana roots. Men’s business rose 5%.

Gass also highlighted partnerships driving enthusiasm, including a joint collection with Nike that fuses denim heritage with sneaker culture, and a “Toy Story” collection marking the film’s 30th anniversary.

Levi’s is also stepping up its premiumization push, rolling out the Blue Tab collection in Europe after a successful launch in Asia and the U.S. earlier this year. The line, which blends Levi’s iconic aesthetic with Japanese craftsmanship, costs about $300 per pair — far above the $40 to $90 range of its other collections.

The company now expects organic revenue to grow roughly 6% for the year, up from its earlier forecast of 4.5% to 5.5%, assuming tariffs remain at current levels.

“We will continue to build momentum through impactful marketing campaigns, strategic partnerships, and innovative collaborations,” Gass said, “ensuring that the brand remains firmly at the center of culture.”