By  on May 18, 2011

In 2009, Levi Strauss & Co. established a new premium division in Amsterdam, called Levi’s XX, and recruited Maurizio Donadi from Polo Ralph Lauren Corp. to oversee the effort. Within the business, Donadi oversees two brands: Levi’s Vintage Clothing and Levi’s Made & Crafted, which replaced the Levi’s Capital E label.

“Levi’s Vintage Clothing is about reproduction of pieces we have in the archive. There are about 150 objects we do every six months,” explained Donadi. “Some are very Levi’s relevant pieces from the archive, and others are relevant from the vintage industry — whether it’s army and navy, workwear, hunting and fishing. It’s not the most fashionable product in the marketplace and we don’t want to be that. We want to make great, simple American product.”

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