Levi’s plans to sell its $300 Blue Tab jeans in more stores next year, aiming to capture growth from the premium denim market, Chief Financial and Growth Officer Harmit Singh told Reuters.
The Blue Tab range, launched earlier this year in Asia and in select European and U.S. stores since September, features higher-quality jeans and shirts and is designed to attract more women while broadening Levi’s brand offering.
“We’re coming back with a larger scale in ’26 because it’s done really well,” Singh said, wearing a shirt and jacket from the new line inspired by Japanese selvedge denim, which is tightly woven and known for its durability.
Blue Tab jeans are priced between $290–410 in Europe, compared with Levi’s mid-market Red Tab line at $70–130. Jackets in the premium line retail for around €700.
While premium denim accounts for roughly 10% of the global $100 billion jeans market, it is growing faster than mid-market categories.
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Singh emphasized that product quality, design, and selvedge construction are key to the line’s appeal.
Levi’s, maker of the iconic 501s, reported $6.4 billion in sales last year. The company had targeted $10 billion in revenues and a 15% operating margin by 2027 but paused that timeline due to inflation and pandemic-related disruptions.
Trade tariffs have also posed challenges, though recent quarters have shown high-single-digit revenue growth.
Singh said Levi’s expects a strong holiday season, with more full-priced product sales compared to last year.
Expansions into non-denim fabrics, collaborations with brands like Barbour and Nike, and lower cotton costs have supported full-price sales.
Looking ahead, Levi’s may consider acquiring another brand to accelerate growth, in addition to its $150 million Beyond Yoga acquisition in 2021, though Singh noted no immediate deal is planned.
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