There’s nothing quite like slipping into a sturdy, yet comfortable pair of jeans for work on casual Fridays, or even when out shopping on a Monday night.
To understand why, we have to turn the clock back more than 170 years to California during the Gold Rush.
Back then, miners and labourers in the American West worked under punishing conditions, and their work trousers often ripped at the points of greatest strain, particularly around the pocket corners, where heavy tools and equipment were carried.
Then came the day, May 20, 1873, where dry goods merchant Levi Strauss and tailor Jacob Davis obtained a US patent on putting rivets in men’s work pants for the very first time.
The rivets made the pants dramatically stronger, and durable enough for miners, labourers and cowboys who needed clothing to withstand punishing conditions. And with that, the first riveted clothing – a pair of jeans made using denim – was made and sold. And the rest was history.
More than a century on, modern day jeans are more than just workwear, and continue to make waves in the fashion world. The same goes for Levi’s the company too.
Since returning to the public markets in 2019, the firm has been actively transforming its business through high-profile marketing efforts, pushing higher margin direct-to-consumer sales, and actively attracting women customers.
In July 2026, the firm reported second quarter net revenue of US$1.56 billion, an 8 per cent increase on the year. The apparel maker now expects its fiscal 2026 net revenue to grow between 7 and 7.5 per cent, higher than the 5.5 per cent to 6.5 per cent forecast previously.
Growth was also seen across all regions, with a 9 per cent on-year increase in net revenues for its largest market, the Americas. For Asia, that figure stood at 10%.
But how does the firm assess its performance as a whole, and how far will it double down on its business in Asia? What are the key opportunities in the region, and how is the firm positioning denim as a to-go fashion choice given the younger generation’s interest or obsession with athleisure wear?
In this “On the Go” Special episode of Under the Radar, finance presenter Chua Tian Tian headed down to Levi’s Singapore flagship store at ION Orchard to get the answers from Vicky Skelton, Managing Director, East Asia Pacific, Levi Strauss & Co.
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