Levi Strauss Has Bucked America’s Fashion Malaise — Its Strong Brand and Appeal to Consumers Is to Thank

Fashion’s never finished, but trends come and go. The same can be said for Wall Street, which has been kicking American retailers this year. One-time all-stars American EagleAEO

, Abercrombie & FitchANF

, and GapGAP

are down 42%, 38%, and 13% year-to-date, crediting tariff troubles. But one fashion brand is rising above the rest — Levi Strauss & Co.LEVI

.

• Fashion retailerLEVI
  is a clear winner on Wall Street, with its stock up 19% YTD, recently raising its sales guidance thanks to a direct-to-consumer push — and in spite of tariff costs.
• In its May 2025 earnings, the company’s revenues rose 6.4% year-over-year, bucking the industry-wide jitters; net income was up 272% over the same period.

Americans love their jeans: Some of the brand’s strength might stem from its storied history (it was founded in 1853), but its staying power likely has a lot to do with its favorability among American consumers. Per Morning Consult, Levi’s has the highest “Reputation Score” in the apparel category, with 75% of polled customers saying they have a favorable view of the brand — comparable brands sit “around 40%” per the market research firm.