Levi Strauss & Co.

What Levi Strauss & Co. does

Levi Strauss & Co. is a 172-year-old publicly traded apparel company (NYSE: LEVI) headquartered in San Francisco that designs, markets, and sells jeans, casual and dress pants, jackets, skirts, and related apparel under the Levi's, Beyond Yoga, Signature, and Denizen brands. The company sells through three primary channels: company-owned DTC retail stores, levi.com e-commerce, and wholesale distribution to department stores and specialty retailers. Under CEO Michelle Gass (appointed 2022), Levi's has executed a deliberate pivot toward a DTC-first model — DTC now represents 52% of total revenue, up from 36% in FY2021, with 16 consecutive quarters of growth.

The company's core technology stack centers on a modernized SAP S/4Fashion cloud ERP covering 80%+ of business processes across 14+ countries (retiring 90+ legacy systems) and a Google Cloud–based conversational analytics platform (Looker + Gemini) used by 2,200+ employees against 70+ data products. Levi's has deployed 1,000+ AI agents in production, an internal generative-AI tool called "Stitch" for store associates, and a Business Process Automation Center of Excellence running 85+ bots that have delivered 100,000 hours of automation across merchandising, finance, and compliance.

The business model combines unit-priced product sales (jeans typically $50–$150 on mainline, with Signature positioned at value price points), wholesale revenue from department-store and specialty-retail partners, and licensing royalties. Non-denim products now represent approximately 40% of sales, and the $400M acquisition of Beyond Yoga in 2021 expanded the portfolio into premium activewear. Customer segments span general consumers, wholesale/retail partners, the women's/active lifestyle segment, and Gen Z/digital-first consumers targeted through cultural marketing, music partnerships (EMERGENT with COLORSxSTUDIOS), and sports activations. Geographic footprint spans North America, South America, Europe, Asia Pacific, South Asia (notably India), and EMEA.

Name

Levi Strauss & Co.

Legal name

Levi Strauss & Co.

Website

https://levistrauss.com

Company type

Public

Founded year

1853

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Levi Strauss & Co. is a publicly traded apparel company (NYSE: LEVI) that designs, markets, and sells jeans and casual wear under the Levi's, Beyond Yoga, Signature, and Denizen brands via DTC retail (52% of revenue), wholesale distribution, and e-commerce across 14+ countries.

Ownership category

akta.pro rank

Product category

Branded Denim and Casual Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Merchant Wholesalers (424350), Apparel Manufacturing (315)

SIC

Retail-Family Clothing Stores (5651), Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industries

Denim & Casualwear Specialty Retail (CRAAABAN), Luxury Denim & Premium Casualwear (CRAAAFAK)

Keywords

• Denim apparel
• Casual clothing
• Athleticwear clothing
• Direct-to-consumer retail
• Wholesale distribution

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer (DTC): Company-owned retail stores and e-commerce (levi.com). DTC now represents over 50% of total revenue (52% in Q1 2026), up from 36% in fiscal year 2021. Includes owned-and-operated stores and digital commerce.
2. Wholesale Distribution: Traditional wholesale channels through department stores, specialty retailers, and multi-brand outlets. Growing through expansion into new categories like tops and non-denim products.
3. Product Sales (Various Brands): Revenue from multiple brands including Levi's, Beyond Yoga, Signature, and previously Dockers. Non-denim products represent approximately 40% of sales. Beyond Yoga has 1,218+ wholesale accounts.
4. Licensing Royalties: Licensing of brand names and intellectual property to third-party manufacturers and retailers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Levi Strauss & Co. designs, markets, and sells branded denim jeans, casual wear, and activewear under multiple owned brands including Levi's, Beyond Yoga, Levi Strauss Signature, and Denizen. The company distributes its products through a growing network of company-owned retail stores (over 50% of revenue now DTC), the levi.com e-commerce site, third-party online marketplaces such as Amazon, and wholesale partners including department stores and specialty retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Beyond Yoga: Premium active lifestyle brand known for buttery-soft athleisure wear, centered in community and body positivity. Female-founded and led for over 20 years.
• Levi's
• Dockers

Products and services

• Levi's Denim and Casual Apparel (Levi's Brand) Core denim jeans, casual wear, jackets, tops, and accessories sold under the Levi's brand, anchored by the iconic 501 original blue jean and a broad range of fits (including 517) for men and women. Sold through Levi's retail stores, levi.com, wholesale partners, and online marketplaces.
• Beyond Yoga Activewear Premium athleisure and activewear line for women, marketed around buttery-soft fabric, body positivity, and community. Acquired in September 2021 for approximately $400 million; operated as a standalone division with its own retail stores and wholesale distribution.
• Levi Strauss Signature Value-oriented denim and casual apparel line offering authentic styles at accessible price points. Sold primarily through Amazon and value-oriented channels, with pricing tiers starting from approximately $28 on promotional events such as Prime Day.
• Denizen Brand Apparel Denim and casualwear brand carried within the Levi Strauss & Co. portfolio, targeting value and mass-market channels.

Quantifiable outcome

• DTC sales now represent 52% of total revenue, up from 36% in FY2021
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• MicrosoftcoreTechnology or Integration · 3 June 2026Early partner on Project Solara enterprise AI device platform. Previously partnered on agentic AI platform. Levi's one of several companies piloting Solara reference designs for AI-native computing.
• Outright InternationalcoreGTM or Marketing Partner · 2 June 2026Annual $100,000 donation partnership supporting LGBTQ+ human rights globally. Recognized at Outright's Celebration of Courage event alongside Cyndi Lauper and VoteLGBT.
• Downtown Volunteer Coalition (DVC)minorGTM or Marketing Partner · 14 May 2026Founding member of coalition with Gap Inc., JPMorganChase, Visa, Wells Fargo to support San Francisco revitalization. Coalition grown to 15 corporate partners, 800+ volunteers, 34 community projects, 1,500+ service hours.
• SAPcoreTechnology or Integration · 13 May 2026ERP modernization partnership deploying SAP S/4Fashion cloud-based system. Migrated 80%+ of business processes, retired 90+ legacy systems. Co-developed upgrade process completing in 20 minutes vs industry norm of 48 hours. Operations live across 14+ countries.
• Football Federations (Argentina, Mexico, others)minorStrategic or Co-development Partner · 13 April 2026Four football federation partnerships as part of Levi's sports activations. Historical display of Team USA velour set from 1984 Olympics and Team Mexico suit from 1978 World Cup.
• COLORSxSTUDIOScoreStrategic or Co-development Partner · 8 April 2026Multiyear global music program 'EMERGENT' spotlighting emerging artists at defining moments in creative journeys. Features six artists from Mexico, South Africa, US, UK, France, and Japan through 'A COLORS SHOW' performances and artist profile films.
• Jordan BrandcoreStrategic or Co-development Partner · 26 January 2026Limited sneaker and apparel collaboration released during Home Turf pop-up at Super Bowl. Exclusive customization options including embroidered patches and lace locks.
• Discovery EducationcoreStrategic or Co-development Partner · 14 January 2026Partnership for Wear Longer Project providing free, classroom-ready digital curriculum teaching repair and customization skills to young people. Includes facilitator guides, student materials, and workshop resources.
• Beyond YogacoreStrategic or Co-development Partner · 5 August 2021Acquired in September 2021 for strategic expansion into athleticwear market. Beyond Yoga operates as standalone division with support from LS&Co.'s global capabilities. Has 1,218 wholesale accounts and 7 stores. Female-founded brand focused on body positivity.
• Google CloudcoreTechnology or Integration · 27 January 2020Multiyear partnership to modernize data and analytics capabilities. Implemented Looker platform for unified analytics, Gemini AI for conversational analytics. Platform enables 2,200+ employees to query data in natural language with 5x faster analytics delivery.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Kontoor Brands: Kontoor Brands owns Wrangler and Lee — both direct denim competitors to Levi's with similar wholesale and DTC channels, comparable global footprint, and overlapping customer demographics in mass and premium-mass denim.
• American Eagle Outfitters: American Eagle Outfitters (Aerie, AE) competes directly in denim-heavy apparel retail, with similar Gen Z/millennial customer focus, mall-based and DTC channel mix, and denim-led product strategy that overlaps with Levi's core.
• Gap Inc. Gap Inc. (Gap, Old Navy, Banana Republic, Athleta) competes in family apparel retail with similar multi-brand portfolio structure, overlapping wholesale and DTC channels, and is based in San Francisco like Levi's — even poached Levi's CSO.
• Guess, Inc. Guess is a direct competitor in denim-led apparel with comparable premium-mass positioning, similar wholesale and DTC mix, and overlapping lifestyle and casualwear categories where Levi's competes.
• Abercrombie & Fitch Co. Abercrombie & Fitch (A&F, Hollister) competes in lifestyle apparel retail with strong DTC and wholesale channels, overlapping young-adult customer base, and denim/bottoms categories that directly contest Levi's at retail.
• True Religion Apparel: True Religion is a premium denim specialist with overlapping product positioning (premium jeans), DTC and wholesale distribution, and direct competition for premium-denim consumers who might otherwise buy Levi's 501/517.
• Diesel (OTB Group): Diesel is a premium denim and casualwear brand with overlapping premium-denim positioning, comparable global wholesale and DTC footprint, and similar cultural-marketing approach that competes for the same premium-casual consumer.

Broad incumbents

• PVH Corp: PVH owns Calvin Klein and Tommy Hilfiger — a larger apparel holding company with overlapping wholesale and DTC infrastructure, comparable North America/Europe footprint, and similar premium-brand positioning versus Levi's.
• Hanesbrands: Hanesbrands is a larger apparel conglomerate with overlapping mass-market distribution and comparable wholesale relationships; while focused on basics, it competes for the same apparel dollar and shelf space as Levi's core brands.
• Ralph Lauren Corporation: Ralph Lauren is a larger, established premium apparel brand with overlapping lifestyle/casualwear categories, comparable global wholesale and DTC footprint, and shared cultural-brand positioning that competes for aspirational consumers shopping Levi's premium lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LeviStraussCo
• LinkedInlinkedin.com/company/levi-strauss-&-co-
• Instagraminstagram.com/levistraussco
• Facebookfacebook.com/SignaturebyLeviStraussandCo

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Levi Strauss & Co.