Demin brand Levi Strauss & Co posted a +6% year-on-year increase in global net revenues in the second quarter (Q2) of 2025 in its latest financial results. A “strong” first half (H1) performance sees Levi’s raise its full year revenues guidance, despite ongoing disruption from U.S. trade tariffs.

In Q2, Levi’s increased global net revenues to $1.4billion for the period ending 01 June 2025, with European sales proving one of its strongest performing regions. The brand’s European net revenues in Q2 rose +14% year-on-year to $403million.

Michelle Gass, President & CEO of Levi Strauss & Co., said that the results were evidence that its “strategic agenda is gaining traction.” 

Performance powered by DTC-first strategy

Levi’s Direct To Consumer (DTC) offering played a key role in bolstering sales, with DTC making up 50% of total net revenues within the last quarter.

DTC net revenues increased by +11% in Q2 compared to 2024, rising +9% in Europe, with sales from DTC ecommerce growing +13% within the period.

“We’re entering the second half of 2025 from a position of strength as our ambition to transform into a denim lifestyle brand and best-in-class DTC retailer becomes our reality,” Gass added.

Levi’s is a brand that has a rich 172-year heritage and remains a global icon. As we look ahead, Levi’s has an even bolder future with a bigger legacy – and quarter by quarter, we’re building it.”

Michelle Gass, President & CEO, Levi Strauss & Co

Levi’s raises revenue guidance as laser focus on DTC pays off

“Given our strong H1 and continued momentum across the business – and despite higher tariffs – we are raising our full-year revenue expectations,” said Harmit Singh, Levi’s Chief Financial and Growth Officer. 

Levi’s said that, assuming U.S. tariffs on imports from China remain at 30% and that tariffs levied on the Rest-of-World stay at 10% for the remainder of the year, it would improve its revenue growth guidance for the full year by +3 percentage points.

“The continued inflection of our financial performance is a direct result of our laser focus on the core Levi’s® brand and our DTC-first strategy,” Singh said.