Levi’s chooses Safilo

Safilo and Levi Strauss & Co, one of the world’s largest brand-name apparel companies and a global leader in jeanswear, have signed a multi-year global licensing agreement for the design, manufacture and distribution of Levi’s branded eyewear. The agreement will come into effect in January 2020, with collections hitting the market for the 2020 spring/summer season, and it will run until November 2024, renewable for an additional five-years, up to 2029.
“This new partnership is particularly significant for our brand portfolio, the Levi’s brand being the number one denim brand globally which genuinely appeals to Millennial and Gen-Zers all over the world,” says Angelo Trocchia, CEO of Safilo Group. “With the Levi’s brand, we add an important opportunity to grow in the contemporary market segment, which is the largest for size and development potential and especially appealing for further development in key emerging markets, such as China”.
“Eyewear is an important product category for the Levis brand,” said Karyn Hillman, chief product officer for Levi Strauss & Co. “Our partnership with Safilo will allow us to further strengthen our position as a true lifestyle brand by offering amazing eyewear to consumers around the world”