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Safilo and Levi Strauss Sign Licensing Deal

It takes effect in January 2020.

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(PRESS RELEASE) PADUA/SAN FRANCISCO – Safilo and Levi Strauss & Co. announce their multi-year global licensing agreement for the design, manufacture and distribution of Levi’s branded eyewear.

The agreement takes effect in January 2020, with collections hitting the market for the 2020 spring/summer season, and it will run until November 2024, renewable for an additional five years 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 Millennial and Gen-Zers all over the world,” said Angelo Trocchia, CEO of Safilo Group.

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“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.”

“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.”

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