What is the shocking price of this Levi’s Top at Target?

‘It HAS to be a joke.’

A woman recently went viral on TikTok for calling out what she sees as an outrageous price on a Levi’s cropped shirt at Target.

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TikTok user Emily Covington (@emilyncovington) posted a video of herself shopping at a Target store when she saw a simple, cropped long-sleeve red shirt from Levi’s.

At first, Covington thought she had found a great piece, captioning it with, “Oh look a cute red shirt.”

But then she turned the price tag over and saw that the shirt cost $89.99. “Ummmm, absolutely not,” she wrote in the video’s text overlay.

“I can find something almost exact at TJ Maxx for $9.99, this is CRAZY!” Covington wrote in the video’s caption. “@Levi’s have you guys lost your minds????”

The video quickly gained multiple views, reaching 1.3 million people.

Why are clothes becoming more expensive?

Rising clothing costs have many contributing factors, and inflation is just one of them. According to Voguethe main drivers are rising costs in shipping, materials and manufacturing.

In January Newsweek also highlighted another factor: Escalating tensions in the Red Sea, which they predict will make clothing in the US even more expensive.

With much of the clothing, sneakers and electronics sold in the U.S. shipped from Asia, these tensions could mean higher shipping costs that are ultimately passed on to consumers.

As with many other brands, Levi’s source materials from multiple suppliers, including those in China, which may make them particularly susceptible to these price increases.

Viewers react

In the comments, some users were surprised by the price, while others shared their own shopping horror stories.

“On TARGET???” asked a surprised user.

“It’s crazy when ‘basics’ are crazy expensive,” noted another.

“Saw a flannel shirt yesterday at OLD NAVY for $89.99. OLD NAVY!” exclaimed a third. “Absurd.”

Another user questioned the authenticity of the video. “This HAS to be a joke… I work at Levi’s and that’s not the price we have that shirt for,” they wrote.

The Daily Dot found one similar shirt listed on the official Levi’s website, priced at $34.50, on sale for $24.15.

Covington replied, “All the brands on the others said that too! I wish I had a video of that too!” It’s unclear if this pricing was a mistake on Target’s part.

@emilyncovington I can find something almost exact on tjmaxx for $9.99. this is CRAZY! @Levi’s have you lost your mind???? #levis #goal #shoppinghaul #Christmas2024 #fyp #fypシ゚viral #tiktok ♬ original sound – Emily Covington

The Daily Dot reached out to Emily Covington (@emilyncovington) via TikTok and Instagram direct message. We have also contacted Levi’s and Target via email.

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