The iconic American denim brand, Levi Strauss & Co, has cemented its position in the eyewear market by extending its licensing deal with Italian eyewear specialist Safilo until the end of 2029. This partnership ensures continued global distribution of Levi's-branded glasses, capitalizing on both companies' strengths: Levi's undeniable brand recognition and widespread retail presence across continents, and Safilo's expertise in crafting high-quality eyewear.
For Levi Strauss, this extension underscores Safilo's proven track record in design, manufacturing, and distribution. It makes them the perfect partner to continue bringing Levi’s iconic style to customers around the world.
The extended Safilo deal strengthens Levi Strauss’ presence in a rapidly growing eyewear market that is projected to grow by 4.5 per cent between 2023 and 2028. Leveraging Safilo's global network and design prowess will enable Levi's reach new customer segments and strengthen its brand image as a lifestyle icon.
The Levi's-Safilo partnership will offer a wider range of styles and technologies to cater to diverse preferences, predict analysts. From classic aviators and wayfarers to trendy cat-eye frames and sporty sunglasses, the future promises exciting eyewear options that seamlessly blend Levi's timeless heritage with Safilo's dedication to cutting-edge design.
