The latest second quarter results from Levi Strauss & Co. highlights a digital switch for the denim giant, with 51 per cent of its net revenue now coming from Direct-to-Consumer (D2C).

Financial results, for the second quarter ending 31 May 31 2026, show net DTC revenues increased 11 per cent on a reported basis with an 8 per cent jump on an organic basis.

The European market led the way with this digital growth, as DTC sales jumped 12 per cent across Europe. Its home market of the United States saw a 5 per cent increase in DTC. Net revenues from ecommerce grew 19 per cent on a reported basis and 17 per cent on an organic basis. DTC comparable sales growth was 6 per cent.

Overall the denim and apparel group, which operates the Levi’s and Beyond Yoga brands, reported net revenues of $1.6 billion – an increase of 8 per cent compared with Q2 2025.

“The Levi’s® brand is connecting with consumers around the world in more powerful ways than ever before, and our Q2 results are another proof point that our strategies are working and our team is executing,” said Michelle Gass, president and CEO of Levi Strauss & Co.

“Our evolution into a DTC-first, denim lifestyle company—with a much larger addressable market—is translating to faster growth and higher profitability. While we are pleased with the progress, we are still in the early stages of our long-term growth journey, with more ways to win than ever before.”

The brand’s chief financial officer credited this “strong quarter” on growth across markets, channels and categories. He stressed that the heritage brand continued to demonstrate “the strength and scalability of our operating model”.

Click here to sign up to Retail Gazette‘s free daily email newsletter