The Numbers Don't Lie: These Classic Jeans Are More Popular Than Ever

last updated 28 October 2016

Quick: Think of your denim collection. How many pairs of jeans do you own? And how many of those are from Levi's? Chances are that you probably own at least one pair of blues from the classic brand (or two or three). If it seems like everyone is still obsessed with the jeans, you're not imagining it: According to The Wall Street Journal, Levi Strauss & Co. reported a whopping 69% increase in profits for its most recent quarter.

The brand's chief executive, Chip Bergh, explained the numbers in a statement: "We are pleased with the third-quarter results with broad-based revenue growth across all three regions despite the continued challenging environment, particularly in the U.S.," he said. "Our direct-to-consumer business continues to drive our results with both brick-and-mortar and e-commerce growing double digits." So if you've spent a small fortune building out your denim collection, now you know that you're definitely in good company.

Scroll down to shop our favourite Levi's jeans…

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Opening Image: Style du Monde

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Erin got her start as a Who What Wear intern in 2011—back when the site only published a single story per day. (We have since increased that number twentyfold.) She graduated magna cum laude from USC and lives in Los Angeles. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2015, where she is now the Associate Director of Fashion News. From the Oscars to the Met Gala, she leads the site's entire red carpet coverage strategy. She specializes in celebrity and fashion news but also enjoys writing travel features and runway reports. She frequently contributes to WWW's social accounts and has a sizable following on her personal TikTok.