Story perspectives

Levi's Thrives in UK Amid 90s Trend Resurgence

2/6/2026

50 4

Summary

Story summary

Levi's has seen strong UK growth, driven by a resurgence of 1990s trends and endorsements from Harry Styles and Beyoncé.
Lucia Marcuzzo, managing director of Levi's European operations, says sales of classic 501 jeans and baggy styles are rising post-pandemic.
Analysts note that established brands benefit from a focus on quality and value.
Levi's Haus of Strauss in London has fostered collaborations with designers and artists, boosting the brand's appeal.

1 of 1

Story summary

Levi's has seen strong UK growth, driven by a resurgence of 1990s trends and endorsements from Harry Styles and Beyoncé.
Lucia Marcuzzo, managing director of Levi's European operations, says sales of classic 501 jeans and baggy styles are rising post-pandemic.
Analysts note that established brands benefit from a focus on quality and value.
Levi's Haus of Strauss in London has fostered collaborations with designers and artists, boosting the brand's appeal.