Why Americans are obsessed with denim

From the creator

Levi Strauss, American Eagle and Gap have leaned on A-list celebrities like Beyonce and Sydney Sweeney to drive denim sales, sparking a “denim war” in retail. Levi, the company that invented jeans, reported that its Beyoncé partnership earned $65 million in media value and contributed 12% growth in its women's business in its Q3 2025 earnings. Sydney Sweeney and girl group Katseye's viral campaigns for American Eagle and Gap are having similarly positive impacts on sales.

Published 2025-12-18 · Watch on YouTube ↗
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