Levi's

Levi's in brief

• Rank: #52 of 100 in America's Most Powerful 100 Brands 2026; #1 of 3 in Luxury & Fashion.
• WCRC Power Score: 72.68 out of 100.
• Founded: 1853, by Levi Strauss.
• Owner: Levi Strauss & Co., San Francisco, California.
• Leadership: Michelle Gass, President and CEO.
• Latest revenue: $6.3bn revenue (FY2025, year to Nov, +4.2%), group revenue of Levi Strauss & Co., as per company filings.

What makes Levi's powerful

Levi's power comes from owning the origin story of the blue jean and turning it into a modern, higher-margin business. The company now sells close to half its goods through its own stores and websites. In the third quarter of fiscal 2026, direct-to-consumer sales made up 45% of company revenue. Gross margin reached 66.2%, up 450 basis points from a year earlier, though most of that gain came from refunded tariffs.

The business keeps growing, with company revenue up about 4% in the third quarter. It has also narrowed its focus. Dockers is now reported as a discontinued operation, which leaves Levi's at the center of the business, with the activewear brand Beyond Yoga as a smaller second label. Few fashion names can match the heritage that Levi's brings to every pair of jeans it sells.

Direct-to-consumer sales now make up 45% of Levi Strauss & Co.'s revenue.

Why Levi's ranks #52

Levi's sits at #52 with a WCRC Power Score of 72.68, level with Ralph Lauren and just behind Tesla and Xbox. As the original denim brand, it has strong positioning and recall, and its move toward selling directly to shoppers has improved its financial strength. It is far smaller than the tech and auto giants just above, which limits its digital and financial scores against them. It shares its score with Ralph Lauren, and both stay ahead of Gillette.

The Achilles' heel

Levi's Achilles' heel is its own stores and websites. In the third quarter of fiscal 2026, direct-to-consumer comparable sales grew just 0.4%, after high-single-digit growth a year earlier and 6% in the second quarter. The company said the result "fell short of our internal expectations." Fast fashion rivals and changing denim trends make it hard to keep shoppers coming back at full price, and the brand now depends more on its own channels to grow.

The 2026 story

Levi's 2026 has been about focus. With Dockers now reported as a discontinued operation, the company is centered on the Levi's brand and Beyond Yoga. On 7 October it reported third-quarter results that showed revenue up about 4% and gross margin up 450 basis points, mostly thanks to tariff refunds. It raised its full-year adjusted earnings outlook to $1.54 to $1.56 per share and now expects organic revenue growth of about 6%. Chief executive Michelle Gass said the quarter "highlighted the power of our diversified portfolio," and the company expects direct sales to grow at a mid-single-digit rate in the fourth quarter.

Pillar profile

Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.

Versus its nearest rivals

Questions people ask

Also featured in

• Most powerful Luxury & Fashion brands
• Iconic American Heritage Brands
• Most powerful brands in California

Key facts

Sources

• Annual report (Form 10-K) and financial results of Levi Strauss & Co. filed with the US Securities and Exchange Commission
• Company website, official announcements and press releases
• Published interviews and statements by the leadership
• WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data