‘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.

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.”