Levi Strauss & Co
Levi Strauss & Co. is a U.S.-based branded apparel company built around denim and casual wear, with Levi’s® as its core franchise. It designs, markets and sells jeans, pants, tops, outerwear and related accessories through wholesale, company-operated stores and e-commerce across roughly 120 countries.
Fiscal year 2025 · change from previous year
Development 2020–2025
Business
Share of revenueCore denim-led apparel including jeans, pants, tops, shorts, skirts, dresses, jackets and accessories.
Value-oriented denim and casual apparel sold mainly through mass retail channels in North America.
Premium activewear and lifestyle apparel sold mainly in the United States through specialty and DTC channels.
Customers
Levi Strauss sells to consumers through its own stores and e-commerce, but a large share of revenue still comes from wholesale partners that place Levi’s products in department stores, specialty retailers, mass merchants and franchise stores. The company serves style-driven denim buyers, value-conscious shoppers, and activewear customers, with different brands aimed at different price points and channels.
Department stores, specialty retailers, mass channel retailers and franchise partners that buy branded apparel for resale and shelf space.
Customers buying through Levi’s company-operated stores and e-commerce for full-brand assortment and direct engagement.
Consumers purchasing Levi Strauss Signature™ and, historically, Denizen for lower-priced denim and casual wear.
U.S. shoppers buying Beyond Yoga for premium athleisure, studio wear and casual lifestyle apparel.
Strategy
The company is focused on strengthening Levi’s as a global brand, expanding direct-to-consumer, and broadening the portfolio across geographies, categories, genders and channels. It is also reallocating capital toward store openings, distribution capacity, technology and shareholder returns while exiting non-core assets such as Dockers and winding down Denizen.
Direct channels improve brand control, customer data and margin mix versus pure wholesale.
Levi’s accounts for the vast majority of revenue and is the main driver of pricing power and loyalty.
Focusing on core denim and activewear should reduce complexity and improve capital allocation.
Management targets reinvestment, dividends and buybacks to support long-term returns.
Geography
2025Levi Strauss sells products in approximately 120 countries and derives over half of net revenue from outside the United States. The Americas remain the largest region, but Europe and Asia are important growth and diversification markets, while the company also relies on global sourcing, foreign subsidiaries and a broad retail footprint.
Share of the revenue the company reports by geography.
Risks
Levi Strauss is exposed to fashion demand shifts, retailer concentration and macro pressure because its products are discretionary and sold through third-party channels as well as DTC. Currency moves, inflation, shipping disruptions, trade policy changes and supply-chain interruptions can affect margins and availability, while brand reputation and sustainability scrutiny matter because the company sells on brand equity.
- Macroeconomic and consumer spending pressureImpact: HighLikelihood: High
Apparel is discretionary, so inflation, recession and weaker foot traffic can reduce purchases and inventory turns.
Exposure: Global consumer demand and retail traffic
- Wholesale channel concentration and retailer dependenceImpact: HighLikelihood: Medium
A meaningful share of revenue comes from third-party retailers that can reduce orders, shelf space or promotional support.
Exposure: Top ten wholesale customers accounted for 24% of net revenue in fiscal 2025.
- Foreign exchange and trade-related volatilityImpact: MediumLikelihood: Medium
More than half of revenue is generated outside the U.S., creating translation and operating exposure.
Exposure: International sales and sourcing
- Supply chain and logistics disruptionImpact: MediumLikelihood: Medium
The company depends on global manufacturing, shipping and distribution networks to keep stores and wholesale accounts stocked.
Exposure - Brand and sustainability reputation riskImpact: MediumLikelihood: Medium
Consumer trust and brand appeal are central to pricing power, and negative reaction to sustainability claims could hurt demand.
Exposure: Brand-led business model
Accounting
Judgemental itemsWholesale, DTC stores and e-commerce may recognize revenue at different points and with different return/discount assumptions.
Impact: Affects quarterly revenue timing and gross margin comparability
Fashion apparel requires estimates for obsolescence, returns and promotional markdowns.
Impact: Affects gross margin and working capital
Brand acquisitions and portfolio changes require periodic impairment testing.
Impact: Can create material non-cash charges
Global operations create uncertain tax outcomes and judgment around deferred tax assets.
Impact: Affects effective tax rate and net income
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Last updated: 24/09/2026