Levi has leaned into western style trends, though mostly through trendy, high-end products, including crystal-studded jackets, denim corsets and $325 jeans made in Japan. Now, America’s first denim brand is rolling out new products aimed at the blue-collar shoppers who first helped Levi become a household name for affordable workwear.
Levi goes all in on cowboy culture to hit $10 billion goal
