Levi's eyewear


Levi’s® Eyewear Launches in Europe

Alex Harvey-Gurr, Unzipped Staff
Levi Strauss & Co.
June 22, 2020

It’s sunny days ahead for Levi’s® fans in Europe this summer, thanks to the newest product to drop in the European market: Levi’s® Eyewear.

Designed and manufactured in partnership with Safilo Group S.p.A, a worldwide leader in sunglass design, manufacturing and distribution, the new Levi’s® Eyewear collection features a range of sunglasses and optical frames in a range of contemporary designs and color combinations.

Fashion-forward Levi’s® fans looking for the hottest summer accessory will get to pick from refined squared models to retro-inspired styles, all designed to evoke the effortless California cool lifestyle. Colors include a range of blues — inspired by our Levi’s® denim, of course — as well as gold and orange mirror lenses along with classic black, brown and grey tones. The collection is designed to appeal to our Gen Z consumers in particular and reinforces the cool and optimistic spirit of our brand.

“Sunglasses are one of the most important categories for younger generations and helps us build on our lifestyle brand,” said Eduardo Guerrero Sahuquillo, Director of New Business Development in LSE.

The first Levi’s® collection of sunglasses launched on levi.com in Europe on June 2 and will be rolling out to retail stores throughout the month. The launch will also be supported by an influencer activation on TikTok later this month – an exciting opportunity for the brand to connect with a Gen Z audience on the fastest growing social media platform.

The collection will be coming to stores in June and July as markets continue to reopen across Europe.