November 23, 2011

Levi’s integrates its premium brands

It seems like Levi’s is going to give less autonomy to its XX division. The latter was created in 2009 in order to manage the brand’s premium lines Vintage Clothing and Made & Crafted. According to our sources, Maurizio Donadi, the head of the division, is set to leave the company in March next year.

levisvintageclothing.com

Prior to joining Levi Strauss in order to head the XX division, which is based in the Netherlands, Donadi worked for Diesel, Armani and Polo Ralph Lauren. “We launched our premium lines from Amsterdam. From now on they are going to be more integrated under the Levi’s umbrella. It’s standard for large groups to want to launch new projects via smaller structures”, a source from Levi’s European headquarters commented, but without giving any further details.

By Bruno Joly

archives Levi Strauss & Co

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