As Levi Strauss & Co. doubles down on our ongoing efforts to become a direct-to-consumer (DTC)-first company, we’re bringing our strategies to life in unique, targeted ways in markets around the world. In Asia, for instance — a region with immense potential for our business that has already seen positive growth in recent years — the Levi’s® brand has been brought to life through store expansions, pop-up experiences and other engaging activations, bringing an elevated Levi’s® experience to denim and fashion fans throughout the region.
Bigger — and Better — Stores
Just last month, we reopened our largest Levi’s® store in Southeast Asia at Suria KLCC, an iconic shopping mall in the heart of Kuala Lumpur, Malaysia. At over 4,200 square feet, the expanded, renovated space reflects our commitment to bringing dynamic, immersive retail experiences to fans of our brand around the world. Now sitting at a much larger footprint, Suria KLCC is better positioned to showcase all that we have to offer as a true denim lifestyle brand — from our premium Levi’s® Vintage Collection, Made in Japan and Selvedge lines, to our climate-friendly Performance Cool collection that’s already been a hit with shoppers in Southeast Asia.
The reopening is the latest in a long string of Levi’s® brick-and-mortar expansions in Asia, following exciting revamps earlier this year at Bangkok’s CentralWorld, Kuala Lumpur’s Mid Valley Megamall, on Linking Road and in Infiniti Mall in Mumbai, in addition to the opening of the new Pacific Mall store in New Delhi. We’re focused on cementing our presence in Asia with a truly solid fleet of stores, growing not just in number but also in size and quality — all in service of bringing the most immersive Levi’s® experience to consumers in the region.
Bringing Levi’s® Beyond the Doors
Alongside our brick-and-mortar revamp, we’re also delivering immersive, engaging brand experiences beyond the walls of our stores, ensuring fans always experience the best of the Levi’s® brand — no matter where they are.
A perfect example of this is our recently opened pop-up store in Seoul, aptly named 진;정성 (Authenticity). With the goal of showcasing our denim leadership, the pop-up features activations that speak to our unique values as a brand — from a display of tailored Levi’s® apparel and a jean coaster customization service to illustrate our commitment to self-expression, to a music zone and live music performances with local artists to demonstrate how we remain at the center of culture wherever we are. The store’s opening event was a hit with Korean denim fans and was even attended by high-profile local celebrities.
The Levi’s® SPACE in Shanghai has also succeeded in redefining the traditional brand experience since its opening in 2022. Located in the city’s popular shopping district along Yuyuan Road, the two-story SPACE is housed in a beautifully restored early 20th century building embodying the stunning architecture of old Shanghai. Designed to offer an elevated and immersive experience that educates and entertains, the SPACE brings the Levi’s® brand to life through new product launches, craftsmanship workshops and community gatherings.
The SPACE kicked off its offerings with a 501® Artist Program aimed at reintroducing the iconic jean to younger audiences in China. Local artists were invited to portray the richness and originality of denim, resulting in a myriad of unique pieces that became the centerpieces of the Levi’s® SPACE — from a denim landscape that blends the timeless 501® jeans with traditional Chinese culture, to digital artwork featuring the iconic product line.
As we reinforce our commitment to putting consumers at the heart of everything we do, we’ll continue to bring them elevated brand experiences that reflect our values and heritage, while still resonating with the unique cultural influences that define our shoppers. Together with Levi’s® fans around the world, we’re shaping a new chapter for the brand — one where every interaction, whether in-store or beyond, builds timeless connections.
