Most apparel brands are reeling under the pressure of high cotton prices. And to cope with itsome have resorted to price hikes. In keeping with this trend, global jeans maker Levi Strauss too plans to hike prices if the cost of cotton continues to surge. The brand is facing difficulties because of the hike but it doesn’t want to compromise on the quality. At present, they sell Levi’s jeans priced within the range of Rs 1,799 and Rs 4,000. However, cotton prices are surging, especially the standard cotton variety. Traders expect prices to rise despite a larger harvest this summer. Cotton prices, which witnessed an upward trend during the beginning of the season, have stabilized now because of the ban on export. But despite this, cotton prices did not drop due to a spurt in domestic demand.