Safilo enters eyewear licensing agreement with Levi Strauss & Co.


Italian eyewear company Safilo has entered into a multi-year global licensing agreement with Levi Strauss & Co. The agreement will begin in January of 2020, and will run through November of 2024.

As part of the multi-year global licensing agreement, Safilo will be responsible for the design, manufacture and distribution of Levi’s branded eyewear.

According to a press release, the first collection resulting from the partnership will launch for the 2020 spring/summer season.

At the contract’s end in 2024, the two companies will have the option to renew their partnership for another five years, up to 2029.

Representatives from Safilo said this union with Levi’s presents a valuable opportunity to create new relationships with younger audiences and emerging markets.

“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,” says Angelo Trocchia, CEO of Safilo Group.

“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,” he added.

This newest contract follows Safilo’s renewed licensing agreement with Tommy Hilfiger and a new agreement with Missoni.

Categories: Apparel, Asia, Brands, Business, China, USA

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