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April 14, 2008

Levi's Bets on Premium Positioning

Levi Strauss & Co. may have built its brands with bottoms, but CEO John Anderson is aiming to leverage that heritage into complete lifestyle collections.

By David Lipke

fashion/news

NEW YORK — Levi Strauss & Co. may have built its brands with bottoms—the company is synonymous with 501 jeans and Dockers khakis—but CEO and president John Anderson is aiming to...

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Latest Articles from Men's

Levi's Bets on Premium Positioning

Levi Strauss & Co. may have built its brands with bottoms, but CEO John Anderson is aiming to leverage that heritage into complete lifestyle collections.

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