- In December 2024, Levi’s is enhancing its premium presence in Canada by collaborating with HAVEN, a luxury menswear retailer, to introduce exclusive denim collections in Vancouver and Toronto. This strategic partnership boosts Levi’s® brand visibility, caters to the rising demand for high-quality denim, and strengthens its positioning in the premium apparel and jeans market by blending heritage craftsmanship with modern fashion trends
- In September 2024, Levi’s has introduced the "REIIMAGINE" campaign featuring Beyoncé, modernizing its classic ads to merge tradition with contemporary culture. This collaboration elevates Levi’s® brand prestige, strengthens its presence in the women’s denim market, and boosts global recognition through a partnership with a cultural icon, reinforcing its position as a top denim lifestyle brand
- In January 2025, LVMH’s acquisition of Kapital strengthens its position in high-end denim by incorporating the brand’s artisanal craftsmanship and Americana-inspired aesthetic. This move expands LVMH’s reach into niche fashion communities, enhances its credibility in heritage denim, and aligns with the growing demand for authenticity in luxury apparel. However, concerns remain about maintaining Kapital’s independent identity and craftsmanship under corporate ownership
- In January 2025, Nike has introduced the 24.7 Apparel Collection, a fusion of sport and lifestyle wear, launching online on January 25 and in stores on January 30. This move strengthens Nike’s foothold in the athleisure market by incorporating innovative fabrics like ImpossiblySoft and PerfectStretch. The collection enhances customer engagement, appeals to lifestyle-conscious consumers, and drives growth in both activewear and casual wear segments, reinforcing Nike’s brand presence in the evolving apparel industry
