The Levi’s® brand is focusing on a new partnership with eyewear leader Safilo for a multi-year global licensing agreement.
The partnership officially kicks off in January 2020 for the design, manufacture and distribution of Levi’s® branded eyewear, with collections hitting the market in time for the 2020 spring/summer season. The agreement will run until November 2024, with an opportunity to renew for an additional five-years, up to 2029.
“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.”
This is the first time the Italy-based Safilo – considered a worldwide leader in the design, manufacturing and distribution of eyewear globally – will partner with the iconic denim brand which both see as a win-win.
“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.”