 In a lyric on her latest album, Beyonce sings, denim on denim on denim. Levi Strauss shoppers are taking that advice to heart, and its executives are ecstatic. Western wear is booming as consumers opt for top-to-bottom denim looks. As the style wins cultural favor, its popularity is juicing all denim options like shirts, skirts, and dresses that fall outside of Levi's widely known blue jean offerings.