We Don’t Chase the Landscape, We Change It …

Levi Strauss & Co.
September 2, 2014

…and we’ve been doing so for 140-plus years.

In 1873, the Levi’s® 501® jean was born through visionary insight and simple innovation.  And over the past 140 years, Levi’s has turned innovation into icons—like Levi’s® 501® jeans, the Trucker jacket, the sawtooth western shirt, and even the one pocket shirt—that have made us one of the most loved and most relevant lifestyle brands of all time. What we are famous for will never change, regardless of trends and fads. We invented the blue jean and we have defined jeanswear for generations of fans.

At the same time, we will also continue to innovate for current and future generations. We know that today’s fans are on a quest for casualization, comfort, and contemporary style. Take for example the recent popularity of athleisure, driven by the yoga pant movement. Despite the fad, the market data show that jeans still dominate, accounting for more than 40 percent of the bottoms category for men and women. Active pants account for less than 10 percent of the bottoms category today.

So our challenge at Levi’s is to continue to drive innovation that gives consumers what they want while still staying true to our DNA.

We will deliver solutions that set new trends without compromise. Consider the unique solutions we have brought for cyclists through our Levi’s® Commuter™  range, the innovation we have brought to style and fit with Levi’s® Revel™, and the comfort we’re delivering through our new school fleece offering for men and women. We have even ventured into the world of sports by offering our fans the new Levi’s® 49ers collection, with more to come soon. All these are available on levi.com today.

So as we continue on our jeanswear journey, we will stay focused on what we do best. After all, we invented the blue jean and we continue to be the worldwide leader in denim. It’s up to us to continue to take the lead with our icons and innovation.

As always, we love the challenge of trying to change the landscape . . . not chase it!