Beyoncé at the 2024 iHeartRadio Music Awards held at the Dolby Theatre in Los Angeles on April 1, 2024.
Michael Buckner | Billboard | Getty Images
Levi Strauss called out the Beyhive on Monday after teasing a possible collaboration with Beyoncé in an Instagram post.
Shares of the brand briefly rose after the update and were last up about 1% on Monday.
The post included an image of a woman wearing a cowboy hat and riding a horse with the caption, “INTRODUCING: A New Chapter.” In addition to allusions to Beyoncé's latest album, “Cowboy Carter,” Levi's also tagged the superstar's account in the post, sparking a stir among her followers, known as the Beyhive.
Beyoncé's country album, released earlier this year, includes a song titled “LEVII'S JEANS.”
Denim has been experiencing a bit of a boom lately, with brands like American eagle and Abercrombie and Fitch highlighting that this trend helps to revitalize sales.
Levi's second-quarter earnings in June fell short of Wall Street sales expectations, but the brand's management has maintained that the future of denim is bright. Chief Executive Officer Michelle Gass told analysts at the time that denim's growth in popularity has never been greater, particularly for non-pants clothing items such as denim skirts or dresses.
Representatives for Levi's did not immediately respond to CNBC's request for comment on the potential collaboration with Beyoncé.
