Levi Strauss & Co (LS & Co) has raised its full-year financial projections, following a robust 5 per cent increase in net revenues during H1, FY25. The iconic denim brand now anticipates net revenue to grow by 1 per cent to 2 per cent over last year and like-for-like revenue to increase between 4.5 per cent and 5.5 per cent as against the earlier projections from +3.5 per cent to +4.5 per cent. This positive outlook assumes current US tariffs on imports from China and the rest of the world remain consistent.

Harmit Singh, Chief Financial and Growth Officer, Levi Strauss & Co, attributes these revised targets to strong first-half results and sustained business momentum, even with higher tariffs. He emphasizes, the inflection of the company’s financial performance is a direct result of their laser focus on the core Levi’s brand and DTC-first strategy.

For the six months ending June 1, 2024, the fashion group reported net income from continuing operations of $220 million on total net revenues of $2.97 billion. In Q2, FY24, the company’s net income increased to $80 million with revenue rising by 6 per cent to $1.4 billion. Revenues from Europe rose by 14 per cent. The company recently launched rhw Oasis reunion tour clothing range.

The brand’s Direct-to-Consumer (DTC) channels, including Levi's own stores and e-commerce, accounted for 50 per cent of its sales. DTC net revenues increased by 10 per cent like-for-like in Q2, FY25 while e-commerce sales expanded by 13 per cent. This marks the 13th consecutive quarter of global sales growth through direct channels for Levi Strauss.

Michelle Gass, President and CEO of Levi Strauss & Co, states, the brand’s Q2 figures reflect broad-based strength across the board, and are a clear evidence of its strategic agenda gaining traction. The company is entering H2, FY25 from a position of strength as its ambition to transform into a denim lifestyle brand and best-in-class DTC retailer turns into a reality, building on Levi's 172-year heritage as a global icon.