Levi's go premium

Now that £200 jeans seem as commonplace as £15 discount denim, Levi's, the grandfather of denim, is changing its lineup. Two new lines, Capital E and Levi's Red, will hit shelves next spring, furthering the company's representation at all price levels. Previously, Levi's had two offerings: traditional Red Tab, which sold for £50 and up, and premium denim, which sold for £110 to £180.

Come 2006, the premium category will be replaced by Capital E, a super-premium line which starts at $140 for a pair of jeans and climbs as high as £350. Some of the most popular premium fits will be incorporated in the new line, but Capital E will involve luxury details like turquoise on the buttons and extensive hand-finishing. It will take 15 people to make one pair of Capital E jeans, an added cost reflected by the high sticker price.

Amy Gemellaro, a company spokeswoman, said that the move to ultra-premium is Levi's way of staying at the forefront of the denim world. Capital E will retail in high-end department stores like Neiman Marcus and Barney's, as well as some trend-setting boutiques.

The more populist Red Tab line, long Levi's bread and butter, remains the biggest part of the company's business and will continue as before. Many elements introduced in premium lines eventually find their way to Red Tab products.