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Beyonce’ accepts the Innovator Award at the iHeartRadio Music Awards, Monday, April 1, 2024, at the Dolby Theatre in Los Angeles. (AP Photo/Chris Pizzello) Beyoncé’s collaboration with Post Malone on the country song “Levii’s Jeans” has given Levi Strauss & Co. a significant boost, with their stock spiking by 20 percent after the release of Bey’s Cowboy Carter album. The American clothing company changed its Instagram name to match the song title, reflecting the brand’s cultural impact. “I would just say that denim is having a moment and the Levi’s brand is having a powerful moment around the world,” chief executive officer Michelle Gass said. Gass continued, “I don’t think there’s any better evidence or proof point than having someone like Beyoncé, who is a culture shaper, actually name a song after us, ”have never gone out of style.
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