Levi’s sales grow in UK as celebrities drive denim revival

The UK was one of Levi’s fastest-growing markets last year, helped by high-profile sightings of the brand on figures from Harry Styles to Noel Gallagher and Grime Gran. Lucia Marcuzzo, managing director of Levi’s European operations, said a revival of 1990s trends had boosted demand for the classic 501s, while new shapes such as baggy jeans and adjustable cinch styles have drawn denim back into wardrobes.

Denim lost ground during the Covid pandemic to slouchy homewear, and closed high streets dented sales because many shoppers prefer to try jeans on before buying. Louise Déglise-Favre, lead apparel analyst at GlobalData, said jeans sales are rising faster than the wider fashion market—about 1.5% a year—with trusted brands benefiting from a shift toward value for money and strong resale prices on platforms such as Vinted.

Déglise-Favre added that Levi’s has been slowly rejuvenating its image through celebrity tie-ups that resonate with younger shoppers.

United Kingdom