Levi's Launches 'Lady Levi's'

Levi Strauss Europe has confirmed plans it will launch a trousers line for girls by the name of 'Lady Levi's". The Brussels-based European subsidiary of US jeanswear giant Levi Strauss&Co, said the line will first target the European market. The new line is more feminine and elegant than the traditional Levi's pants. "Customarily, the Levi's brand has a rather masculine image. We now plan to specifically target our young female customers," a spokesperson said.

Lady Levi's was developed for girls aged 11 to 19 and 50 per cent of the line will consist of non-denim products. The collection will be available in select clothing stores in Europe from the spring/summer 2004 season. Levi's will also launch a new jeans line by the name of "Levi's 100% Jeans", which will focus on "simplicity" by omitting details such as zips, belt buckles and watch pockets.