Levi’s Changes Its Name to ‘Levii’s Jeans’ to Celebrate Beyoncé’s ‘Cowboy Carter’ Album Release
Beyoncé revealed the tracklist of her highly anticipated country album, “Cowboy Carter,” on Wednesday via Instagram. Among all of the songs listed in her post, “Levii’s Jeans” received extra attention online, and the heritage brand didn’t waste any time reacting to the social media buzz.
Hours after the tracklist was unveiled, Levi’s changed its name and logo on social media to “Levii’s,” adding an extra “i” to match the title of her upcoming song. “FKA [Formerly known as] Levi’s,” the brand wrote in its Instagram bio, adding a bee emoji — bees are the official symbol of Beyoncé’s fan club, also known as Beyhive.
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“Levii’s Jeans” will also feature singer Post Malone, who has worn many custom pieces from Levi’s in the past.
Throughout the “Cowboy Carter” promotional phase, Levi’s has shown support to Beyoncé on different social media posts. On Monday, when the singer shared a denim-on-denim look on Instagram announcing a countdown to the album release, Levi’s was one of the first brands to comment on the post, saying “We are ready!.”
Levi’s, however, is not the only heritage brand surfing on Beyoncé’s country wave. Stetson has seen a surge in interest for its cowboy hats online since the singer wore one of the brand’s styles at the 2024 Grammy Awards in February. “We’ve been working with her and her stylist on custom hats ever since, some of which she’s worn in public, others yet to make their debut,” Tyler Thoreson, Stetson’s vice president of marketing, recently told WWD.
Brand-name dropping in songs is often a great deal for fashion brands that can receive free publicity organically through an artist’s fans worldwide. Gucci, Prada, Chanel and many other luxury houses have been included in famous pop and R&B songs over the years. In “Renaissance,” Beyoncé’s previous album, the singer nods to Versace, Bottega Venetta, Prada, Balenciaga, Louis Vuitton, Dior and Givenchy in “Summer Renaissance.”
Beyoncé’s “Cowboy Carter” will be released on Friday. The album will feature covers of Dolly Parton’s “Jolene” and Beatles’ “Blackbird.” Besides Post Malone, the singer has also reportedly collaborated with Willie Nelson, Miley Cyrus and Parton, herself.
Launch Gallery: Beyoncé's Country Style Through The Years
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