Levi’s sales grow in UK as celebrities drive denim revival

Noel Gallagher and Harry Styles lead way, and sales of jeans in general rise faster than wider fashion market

The UK was one of Levi's fastest-growing markets last year as British trend leaders from Harry Styles to Noel Gallagher and Grime Gran were spotted in the brand's kit.

Lucia Marcuzzo, the managing director of the European operations at the US company famous for its denim jeans, said the revival of 1990s trends had boosted sales of its classic 501s. New trends such as baggy jeans and cinch styles, which can be adjusted around the waist, had also helped, as denim has found its way back into wardrobes.