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New underwear licensee at Levi’s

Denim brand Levi’s has changed the licensee for its underwear and lingerie collection as part of a repositioning strategy. The move is intended to reinvigorate the collection.

The new licensee, Powerplay Textiles, has an in-house design team and also manufactures underwear, socks and nightwear for other brands including Ben Sherman. The previous licence holder was German supplier Schiesser.

The Levi’s underwear range is made up of 18 styles for men and 33 for women. Styles include plain white, black and grey marl as part of the never-out-of-stock range, while a seasonal line includes all-over repeat graphics and checked designs for men and contrasting ditsy florals and yarn-dyed striped T-shirts
for women.

Vintage detailing includes soft waistbands and iconic Levi’s motifs including the red tab. Fabrics used include premium cotton rib, stretch blends and modal, which is used within the women’s lingerie collection.

The new range was launched in Levi’s own-brand stores in December and will roll out to key mail order and department store stockists for autumn 09. Prices range from £4 to £11.

Call 0161 627 4141 for more information.

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