‘Oh, You Wish You Were My Levi’s Jeans’: Levi Strauss Rides High on Beyonce’s Cowboy Carter

Levi’s brand is basking in the limelight thanks to Beyonce and Post Malone duet on Cowboy Carter. The denim jeans company recorded a 20 percent surge in its stock and growing interest in its social media posts.

Levi's Stream HEATGENERAL | Listen to Post Malone, Beyonce - LEVI JEANS/LEVII'S JEANS (Full Audio) playlist online for free on SoundCloud

Michelle Gass, Levi Strauss CEO, during the company’s earnings call said denim is having a moment. She highlighted that the Levi’s brand is having a powerful moment around the world. “One of the things that really is significant about the Levi’s brand and we place a lot of emphasis and investment is making sure that Levi’s brand remains in the center of culture. “And I don’t think there’s any better evidence or proof point that having someone like Beyonce, who is a culture shaper, to actually name a song after us.”


View this post on Instagram


A post shared by Levii’s (@levis)

Beyonce’s Levii’s Jeans lyrics go something like… “You call me pretty little thing/And I love to turn on/Boy, I’ll let you be my Levi’s jeans/So you can hug that ass all day long”. Levi’s took to Beyonce’s ‘Levii’s Jeans’ by updating its profile pictures to spell the brand’s name with two ‘I’s. It also changed its bio. Levi’s posted “Oh to be Levi’s jeans right now.”

Also Read: John Lewis Swings Back to Profitability But No Partnership Bonus

author avatar
Nandika Chand