By  on June 18, 2009

PARIS — In a bid to underscore its authenticity in denim, Levi Strauss & Co. has created Levi’s XX, a global division that will develop premium denim collections as well as vintage reeditions.

The division will be based in Amsterdam and the firm has tapped Polo Ralph Lauren Corp.’s Maurizio Donadi as its senior vice president, in charge of some 30 people. The team, to which further outside talent may be recruited, will develop handcrafted styles from Levi’s archives plus premium contemporary jeans and casual clothing, using the best materials on the market, according to Armin Broger, president of Levi Strauss Europe, Middle East and North Africa.

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