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"Warhol Factory X Levi's" collection at 'MAGIC', Aug 29-31

25 Aug '05

3 min read

World's largest branded apparel company Levi Strauss & Co and The Andy Warhol Foundation announced that they have entered into a licensing agreement in which the Levi's brand will direct the design and marketing of a super-premium collection of jeans, tops, sweaters and jackets for men and women under the name, "Warhol Factory X Levi's." The Levi's brand will be working in partnership with Division 11, who will manage the sales, execution and logistics of the program.

The new collection will be exclusively available in the United States and Canada and will be unveiled to prospective retailers at the MAGIC tradeshow in Las Vegas, August 29-31, 2005.

The collection is designed to pay homage to the collective iconography of both the Levi's brand and Andy Warhol's famed pop-culture art. The collection leverages Levi's great fit in jeans and jackets and is embellished with imagery reflective of Andy Warhol's more famous artwork and sayings such as: "Fashion wasn't what you wore someplace anymore; it was the whole reason for going." The collection will be available at super-premium retailers and priced between $190-$250 for jeans and $80-$300 for tops. The new collection will debut in spring 2006.

"They are pleased to enter into a relationship with one of the world's most recognizable names in popular culture and art," said Robert Hanson, Levi's brand U.S. President. "This is the pairing of two great American icons to bring trend-right product to consumers looking for something truly original and authentic."

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