Levi’s Expands High-End Blue Tab Line as Demand Climbs

Levi's plans to sell its new premium denim line in more stores next year as it seeks to accelerate growth by capitalizing on rising demand for higher-priced products, Chief Financial and Growth Officer Harmit Singh told Reuters.

The Blue Tab range, featuring higher-quality jeans and shirts inspired by heavyweight Japanese selvedge denim, was launched earlier this year in Asia and in about two dozen stores across Europe and the United States since September. Singh confirmed that, due to its strong performance, the line will expand significantly in 2026.

The Blue Tab line is part of Levi’s broader strategy to elevate the brand and strengthen its appeal among women. In Europe, Blue Tab jeans sell at a considerably higher price than the mid-market Red Tab collection. Selvedge denim, used in the Blue Tab range, is woven on traditional looms, creating a denser fabric with self-finished edges.

According to Singh, premium denim represents roughly 10% of the global denim market but is expanding faster than the mid-single-digit growth of the standard jeans category. Levi’s primarily sells mid-market denim under its Red Tab line, alongside a value-oriented range for outlet stores and Walmart. The company also plans to enhance its design pipeline next year across both men’s and women’s collections.

Levi’s, the maker of the iconic 501s, previously targeted US$10 billion in revenue and a 15% operating margin by 2027 but paused that goal during the pandemic as high inflation slowed growth. Trade tariffs imposed under US President Donald Trump added further challenges.

Despite these headwinds, Singh said Levi’s has been posting high-single-digit revenue growth in recent quarters and may set a new long-term timeline next year. The company anticipates a strong holiday season, with a higher share of full-priced sales compared to a year ago.

Singh noted that consumers have remained “largely resilient,” adding that Levi’s is not seeing “any demand contraction.” The company aims to minimize discounting, expand into non-denim fabrics to attract new customers, and continue brand collaborations with partners such as Barbour and Nike. A drop in cotton prices this year has also helped contain costs.

Singh added that Levi’s remains open to acquisitions to accelerate growth, potentially complementing its Beyond Yoga business acquired in 2021. While not an immediate priority, Singh said Levi’s would consider “anything that could accelerate our top-line growth faster.”