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Levi’s is having a moment — and not by accident. From its presence at major cultural events like the Super Bowl at Levi’s Stadium (and its widely seen Super Bowl commercial) to high-profile advertising and a renewed spotlight on denim alongside brands like American Eagle and Gap, the legacy brand is once again top of mind for consumers.
Consumer-declared data from CivicScience underscores this resurgent momentum. Favorability toward Levi’s clothing currently sits at 58%, matching 2025 levels and rising seven percentage points since 2024. While the brand often targets younger consumers, older adults (45+) actually report slightly higher favorability than those ages 18-44. This suggests a powerful opportunity: consumers who grew up with Levi’s may still hold strong, positive associations with the brand – creating strong ground for engagement.
At the same time, Levi’s appeal is broadening. While men still slightly lead in overall popularity, women have shown the most significant year-over-year growth since 2024, signaling renewed brand vitality across demographics.
A Customer Base Rooted in Habit and Nostalgia
Levi’s customers aren’t just fans of the brand; they’re deeply embedded in the category. A quarter say they wear jeans every day, reinforcing denim’s role as a core wardrobe staple for this audience.
Nostalgia is also playing an increasingly important role. The share of Levi’s customers who say nostalgia influences their purchasing decisions has steadily grown year over year, surpassing the share of the general population. This aligns with the brand’s embrace of vintage-inspired styles and reinforces the emotional connection many consumers have with Levi’s.
What’s Next: Spending Signals to Watch
Looking ahead, Levi’s customers show distinct purchase behaviors that extend beyond denim:
- Bag accessories on the rise: Levi’s customers are 10 percentage points more likely than the Gen Pop to say they plan to purchase tote bags or fanny packs in the next three months.
- Vacation-related purchases: Among those planning a vacation, 46% say they intend to buy clothing, shoes, or accessories specifically for the trip. Another 37% plan to purchase beauty or personal care items.
- Lifestyle alignment: Levi’s customers are more likely to attend sporting events regularly; 26% say they attend at least once a month, outpacing the Gen Pop by six points – highlighting cultural touchpoints the brand can continue to tap into year-round.
- Tax returns: Among those who either received or plan to receive their tax return, Levi’s customers are 12 percentage points more likely than non-customers to say they plan to put it aside or pay off debt, while non-customers are four points more likely to spend it on shopping.
- Influence matters: They are 14+ points more likely than non-customers to say recommendations and reviews drive their final purchase decisions, emphasizing the importance of social proof and word of mouth.
Levi’s longevity comes from its ability to stay relevant across generations while evolving with consumer expectations. Rising favorability, growing appeal among new audiences, and clear signals of future spending all point to a brand that isn’t just maintaining its momentum, but building it.
