(MT Newswires) -- Michelle Gass, CEO of Levi's, expresses her pride and honour that global cultural icon Beyoncé has chosen to name a song "Levi's jeans" on her new album. She sees this as proof that Levi's remains at the heart of culture and continues to reach a wide audience thanks to its heritage and authenticity.

Gass reports that these are exciting times for Levi's, with market share growth in different categories and regions around the world, and an outstanding performance from its direct-to-consumer business. She also mentions a favourable trend for denim, with a significant increase in sales.

Although Gass remains tight-lipped about the precise impact of Beyoncé's song on sales, she acknowledges that the event is making a positive contribution to the brand's momentum. She also discusses the importance of Levi's omnichannel strategy, including online sales and physical shops, and announces the opening of new shops, including one on the Champs-Élysées before the Olympic Games.

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