fashion-scoops
fashion-scoops

Levi's Entering Men's Underwear Category

The company confirmed that, beginning in fall 2014, it will begin to market men’s underwear and hosiery through two licensing agreements.

By and
fashion-scoops/news
Appeared In
Special Issue
Men'sWeek issue 01/30/2014

UNDERCOVER UNDERWEAR: Levi Strauss & Co. is getting ready to hit the men’s underwear category. The company confirmed that, beginning in fall 2014, it will begin to market men’s underwear and hosiery through two licensing agreements, one for the Americas region with Mad Projects Industries, a New York-based firm, and the other, for European markets, with Dobotex, the long-time Puma licensee of which Puma acquired full control in 2011. The license is understood to cover only the Levi’s brand, not the Dockers or now scaled-back Denizens labels, and will be discussed in greater detail closer to its release to stores later in the year. Until then, Levi’s p.r. team is keeping its cards close to its waistband.

load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false