Levi's - Personalized shopping & exclusives

Discover the finest Levi’s® jeans, expertly tailored for your needs. With unique product launches and customized recommendations, we’re making it easier than ever to join our community.

 Get started today and enjoy:

SIMPLE & EFFICIENT SHOPPING

The most straightforward way to discover your favorite denim, shirts, Trucker Jackets, and essential apparel. Browse your favorites anytime and from any location.

EXCLUSIVE PRODUCT RELEASES

By downloading the app, you'll be among the first to access unique styles and special collections that aren't available elsewhere. Unique items and exciting collaborations are just a tap away.

A TAILORED EXPERIENCE

Your fashion choices are uniquely yours. That's why we're enhancing your Levi’s® journey with personalized stories, offers, and recommendations.

Features

Quick & Simple Shopping: It enables users to browse and shop for their favorite denim, shirts, Trucker Jackets, and other essential clothing items with ease. Users can do this from anywhere and at any time, making the shopping process convenient.

Exclusive Product Drops: By downloading the app, users will have the opportunity to be the first to access exclusive styles and special collections that are not available elsewhere. This includes one - of - a - kind pieces and fresh collaborations, allowing users to stay ahead of the fashion curve.

A Custom Experience: The app offers personalized stories, offers, and suggestions to enhance users' Levi's® experience. It recognizes that each user has their own unique style and tailors the content accordingly.

Style Tips from the Experts: The app provides users with special guidance on how to wear and care for their new denim directly from Levi's® stylists. This helps users make the most of their purchases and maintain their clothing in the best condition.

Location - based Services: Users can allow background location access to explore Levi's® stores, events, and offers near them. This feature makes it easy for users to find local shopping opportunities and take advantage of in - store promotions.

Be the First to Know: Enabling push notifications allows users to be the first to discover exclusive collections, offers, and competitions. This ensures that users never miss out on exciting opportunities and can always stay informed about the latest happenings at Levi's®.

Get Inspired: Users can discover editorial content and iconic new looks on the app. They can also save their favorite styles for easy access later, providing a source of inspiration for their own outfits.

Instant, Easy Shopping: In addition to being able to browse at any time and place, the app allows users to save their information for faster transactions. It also offers several secure payment methods, making the checkout process quick and hassle - free.

Membership Benefits: By creating an account to checkout on the app, users instantly become Levi's® Red Tab™ members. Members enjoy free shipping and returns on all orders, and can earn coins through purchases to redeem discount vouchers and enter competitions. However, it should be noted that these membership benefits do not apply to Ireland, Finland, and Norway, where the loyalty membership program is not currently live.

BOUT US - LEVI STRAUSS & CO. HISTORY  

In 1853, Levi Strauss, an immigrant from Bavaria, opened a dry goods company in San Francisco at the height of the California Gold Rush. While he was working, he recognized a need among hardworking people: clothes built to endure anything. He and tailor Jacob Davis combined copper rivet reinforcements with tough denim, leading to the first manufactured waist overalls in 1873. Today, we call them "blue jeans."                         

What started as an invention for the American worker became the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents and everyday men and women, these functional pieces were the clothes people not only worked in—they lived their lives in, too. But Levi’s® are more than that. They’re the purest wearable form of authentic self-expression. They bear the markings of life, the shapes of our bodies, the memories of our adventures. Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeans. We have some 500 stores worldwide, and our products are available in more than 100 countries. The Levi’s® brand is just part of our story. We’re also home to Dockers®, Signature by Levi Strauss & Co.™, Denizen® and Beyond Yoga®.   

NEWS

Levi’s® Red Tab® Loyalty Program Expands in Europe

Unzipped Staff

Levi Strauss & Co.March 31, 2025

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.

Levi’s® and the Texas Cowgirls

Tracey Panek, LS&Co. Historian

Levi Strauss & Co.March 16, 2025

The Levi’s® brand and progress go hand in hand — which is why it’s no surprise that Levi’s® became the unofficial uniform for the Texas Cowgirls, a barnstorming women’s basketball team that played around the United States from 1949 to 1977.

A Team Ahead of Its Time

The Harlem Globetrotters of women’s basketball, the Texas Cowgirls were a team of highly skilled athletes ready to show their talents to the world at a time when they didn’t have a league to call their own. Dressed in Levi’s® jeans and cowboy hats and showcasing top-notch basketball that rivaled many men’s teams, the Texas Cowgirls traveled across America with the Harlem Globetrotters, breaking down stereotypes and providing a group of gifted athletes the chance to live out their dreams of playing professional basketball.

The Texas Cowgirls were the brainchild of Dempsey Hovland. A talented athlete himself, Dempsey was also a barnstormer performer, playing for a baseball team called The House of David from a young age. He wanted to start a women’s team, since there were not opportunities for women at the time. One night while he was working at the Grand Hotel in Chicago, the manager of boxer Jack Dempsey (no relation) came in, and Dempsey crafted a plan.

“My dad hatched a plan to talk [Jack Dempsey’s manager] into funding for the team,” recalled Erin Hovland, Dempsey’s daughter.

Funding secured, Dempsey’s idea became a reality. Initial tryouts were hosted at the Chicago Stadium and other locations throughout the city. An original ad — found by author Julie Checkoway, who is writing a book on the subject — called for players of all races to try out for the team.

The Texas Cowgirls quickly grew to become a team of diverse women from around the United States. Dempsey auditioned between 300 to 400 women for the team every year, with white, Black, Hispanic and Pacific Islander players making the team, as well as a Jewish player from Brooklyn who wasn’t allowed to play elsewhere and Grace Martin from the Menominee Indian Tribe of Wisconsin. “By the late ‘60s, early ‘70s, the Cowgirls were 90% African American,” shared Erin.

This did present some challenges at the time, like navigating Jim Crow laws that restricted the Black players when they were in the South — they could play on the court, but weren’t allowed into restaurants or hotels. But they worked through this, as a team. “You had white women traveling with Black men (the Harlem Globetrotters), and team members supported one another and sometimes had to sneak Black women into the shower rooms,” said Erin.

Sponsoring Progress

Levi Strauss & Co. sponsored the Texas Cowgirls during their early years, outfitting the women in Levi’s® jeans. Photographs of the jeans-clad team with the Harlem Globetrotters can be found in our Archives.

A photo of the Texas Cowgirls and the Harlem Globetrotters. Erin’s mother, Florence Hovland, is kneeling on the far left in her Levi’s® jeans, a plaid Western shirt and cowboy boots. Florence played for the team and hit the road multiple times a year, all while raising a family.

During some of their road trips, the Cowgirls had to prep their Levi’s® jeans themselves ahead of the games, even washing their clothes in a sink when running late for a game. While on the road, Levi’s® jeans were hung out the car window to dry. “They’d roll the window down, put the Levi’s® in, roll the window up and they’d ‘flap, flap, flap, flap, flap’ all the way across the country drying,” Erin recalled.

The Texas Cowgirls played in small towns and eventually made it to Madison Square Garden in New York. They even had half time acts to draw crowds to their shows, featuring the likes of country singer Audrey Williams (wife of Hank Williams) and Pee Wee King, a country singer who famously co-wrote “Tennessee Waltz.”

Today, the Texas Cowgirls remain a proud legacy for the Hovland family and the women who played on the team — women who broke barriers, played sports on their own terms and paved the way for teams to come, all while wearing Levi’s® jeans.

Comments

I’ve been using your site as a guest . I finally took the time to download your app and I’m thrilled with all the perks I have gotten . However
I would have loved an email or an alert of some kind that a holiday order of mine had been canceled. I only figured it out when 1 item arrived and I had to figure out where the rest of my order was. I was able to reorder something in its place hopefully thanks to your 2 day free shipping perk I will have the gift in time for the holiday. As far as quality of items I have received they are fantastic. Keep up the quick service paired with quality items ! I will continue to use your app.

This app has nothing in mind but forcing sales upon those who use it. I wear one certain size, apply that to the filters, search accordingly and i get fed nothing but results that i don’t want. Why even bother with the app if it doesn’t listen to you? For this exact reason, im deleting it and making a point to no longer buy levis since they don’t see me as anything but a potential source of revenue. They try hard not to let it look that way, but after searching through 46 supposed results to my search (as well as all colors) not one single pair was within my search parameters. Had they been honest and noted that up front, I would have searched for a less ideal product, instead they lied and wasted my time. I need honesty in order to spend my money, and absolutely none was found here. The last straw was in the ‘benefits’ i had supposedly earned. They were not benefits at all. But common things any online business should offer. Calling something like ‘customer service’ or shipping’ a benefit one must earn is insulting. It suggests that I would be on my own had there been any issues with previous orders or that I wouldn’t receive anything in exchange for my money since I hadn’t earned shipping privileges yet just screams desperation in my opinion. So yeah, F this app, ill buy my denim elsewhere after this recent disastererous experience with the soon to be deleted levis (cr)-app. Two thumbs out of two down, 1/5 stars and a D- score.

My husband and i drive in to work together every morning. He was driving and I noticed too many tears in his jeans. I said “u need more jeans” and he’s like “ok.” So I told him I’ll try buying from the app since it takes extra time after work to shop. Joined and got discounts, free shipping and all done before we got to work! Four new pairs of 501s, done! Thank u Levi’s, we’ll be back!