Influence of the ‘culture shaper’ is a potential goldmine for the jeans brand, but effect won’t last forever, say observers
“Denim on denim on denim on denim,” sings Beyoncé on Levii’s Jeans, one of the standout tracks of her new album, Cowboy Carter. And it appears fans are taking the statement to heart.
In the week after the album’s release, the clothing company Levi Strauss & Co noted a 20% rise in footfall at stores across the US and a 20% increase in its share price. In the UK, John Lewis report that searches for “women’s Levi’s jeans” were up 263% since the record was announced.
