Western craze boosts sales of Levi denim dresses and skirts

On her latest album, Beyoncé sings "denim on denim, on denim, on denim." Levi Strauss shoppers are taking that advice to heart.

In a lyric on her latest album, Beyoncé sings “denim on denim, on denim, on denim.”

Levi Strauss shoppers are taking that advice to heart. Levi Strauss executives are ecstatic.

Western wear is booming as consumers opt for top-to-bottom denim looks, the iconic, 171-year-old clothing maker said on Wednesday. As the style wins cultural favor, its popularity is juicing denim niches — like shirts, skirts and dresses — that fall outside Levi’s widely-known blue jean offerings.

“The growing popularity of Western wear is at an all-time high,” CEO Michelle Gass told analysts Wednesday night after the California-based retailer’s latest earnings report for the quarter ended in May.

A Western renaissance has been gaining traction over the past several months, sending stylish shoppers searching for pieces like jeans, boots and cowboy hats. Levi’s scored a huge hit when its jean brand was referenced in Beyoncé’s song “Levii’s Jeans,” released earlier this year.

https://www.nbcnews.com/business/consumer/levi-beyonce-western-denim-craze-rcna159487

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