The Levi’s® brand has always been about more than just jeans — it’s also about our connection with our fans. That’s why the brand created the Levi’s® Red Tab® loyalty program, which launched in 2020 and offers a community for fans and has over 38 million worldwide members to date.
Now, Levi’s® is growing this global community and expanding the Red Tab® loyalty program with the launch of four new European markets: Poland, Ireland, Denmark and Switzerland. With this latest expansion, the program will be available in 12 European markets, further solidifying our commitment to deepening engagement and creating unforgettable experiences for our fans across the region.
The expansion of the Red Tab® loyalty program reinforces our direct-to-consumer (DTC)-first strategy, ensuring a seamless, omnichannel shopping experience that rewards loyalty and brings fans closer to the brand than ever before.
“For us, the Red Tab® loyalty program is a long-term investment in our European community and a critical component of our DTC strategy,” said Leona De Graft, VP of E-commerce at Levi Strauss & Co. Europe. “We’re not simply looking for repeat customers; we’re cultivating lifelong Levi’s® fans. Through an elevated omnichannel experience — including seamless digital and in-store integration, personalized tailoring and exclusive access to cultural moments — we’re empowering our fans to truly Live in Levi’s®.”
A Passport to the Ultimate Levi’s® Experience
The Red Tab® loyalty program is more than just rewards — it’s an all-access pass to a comprehensive brand experience rooted in Levi’s® DNA, where music, culture and self-expression take center stage.
Members of the program enjoy premium perks, including:
- Extended product guarantee, with lifetime access to tailoring services, including repairs.
- Coins earned on every purchase, redeemable online or in-store across participating European countries.
- Exclusive access to culture-driven experiences, from concert tickets to curated trips.
- Free shipping on every order, birthday surprises and early access to exclusive collaborations.
Red Tab® loyalty program members can also set their preferences for personalized offers and services, ensuring a tailored experience wherever they shop — whether online or with an in-store stylist. Convenient omnichannel services like Click & Collect, in-store returns for online purchases and order-in-store with home delivery make it easier than ever for fans to engage with Levi’s® on their own terms.
By amplifying a seamless cross-channel connection, the Red Tab® program ensures that wherever our fans go, the Levi’s® experience follows.
Join the Red Tab® Community
The expansion of the Red Tab® loyalty program into Poland, Ireland, Denmark and Switzerland is one step in our ongoing journey to bring fans closer to the Levi’s® brand. With more markets set to follow, the program is poised to shape the future of retail — one meaningful connection at a time.
Ready to experience the benefits of the Red Tab® program? Join today at Levi.com, or visit any participating Levi’s® store.
