Levi’s expands premium ‘Blue Tab’ range amid rising demand for high-end denim

Levi’s is set to expand sales of its new US $ 300 Blue Tab jeans to more stores next year as part of its strategy to tap into growing demand for premium denim and accelerate brand growth. The line, launched in Asia earlier this year and rolled out in about two dozen stores across Europe and the United States since September, features higher-quality jeans and shirts aimed at broadening the brand’s appeal and attracting more women.

Chief Financial and Growth Officer Harmit Singh said the collection had performed strongly, prompting a wider launch in 2026. Dressed in a shirt and jacket from the new range, inspired by heavy, stiff Japanese selvedge denim, Singh noted that Levi’s planned to scale up the line following its early success.

In Europe, Blue Tab jeans are priced between US $ 290 and US $ 405, compared with US $ 80 – US $ 150 for the core Red Tab range, while Blue Tab jackets retail for around US $ 800. The brand, best known for its mid-market denim, now faces the challenge of balancing its appeal across budget, mass, and luxury segments.

Singh said that while premium denim represents roughly 10% of the US $ 100 billion global denim market, it is expanding faster than the mid-single-digit growth seen in the broader jeans category. He emphasised that the higher price point reflects the craftsmanship and quality of the material, with the Blue Tab line drawing inspiration from Japanese selvedge weaving techniques known for producing dense, self-finished fabrics. Design innovation will also play a central role, with an expanded range for both men and women planned for next year.

Singh added that Levi’s expected a strong holiday season, noting that the brand is selling more full-priced products this year than last. He said the consumer had remained largely resilient, and no significant drop in demand had been observed, with the company aiming to minimise discounting.

The executive also highlighted Levi’s efforts to expand beyond denim, including the introduction of non-denim fabrics to attract new customers and collaborations with brands such as Barbour and Nike, which have supported full-price sales. Lower cotton prices this year have further eased cost pressures.

Singh hinted that Levi’s may consider acquiring another brand to accelerate growth, adding to its US $ 150 million Beyond Yoga business, acquired in 2021. He said the company currently operates two brands but has kept the door open for future additions. While Levi’s is not pursuing an immediate acquisition, Singh noted that “anything that could accelerate the tops business faster” would be of strategic interest.