Safilo and Levi Strauss & Co. Sign a Multi-Year Global Eyewear Licensing Agreement

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PADUA, Italy and SAN FRANCISCO—Safilo and Levi Strauss & Co. announced their multi-year global licensing agreement for the design, manufacturing 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. The agreement will run until November 2024, and will be renewable for an additional five-year 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 Millennials and Gen-Zers all over the world,” said Angelo Trocchia, CEO of Safilo Group.

He continued, “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.”

Karyn Hillman, chief product office for Levi Strauss & Co added, “Eyewear is an important product category for the Levi’s brand. 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.”