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Levi’s in London for European Presentation

The brand's president James Curleigh showed editors from 13 countries its spring collections.

LEVI’S IN LONDON: Levi’s president James Curleigh was in London Tuesday for the brand’s first pan-European presentation, where it showed editors from 13 countries its spring collections. Curleigh talked up the company’s new line of Waste<Less jeans, fashioned in part from recycled plastic bottles. The company expects to sell about 400,000 pairs of the eco-friendly designs in its first season this spring, as a follow-up to the 30 million pairs of Water<Less jeans it’s sold since launching that water-conserving label in 2010. Also on display was a new women’s jeans collaboration with Liberty of London, which comes on the heels of a current men’s Liberty collaboration with Levi’s sibling brand Dockers. For 2013, Curleigh said Levi’s plans to make a major marketing and design push around its iconic 501 style, including new colors and non-denim fabrics. “We’ve had so much success with our other models like the 511 and the 505 and the 514, but now we’re going to put the spotlight back on the 501 jean,” explained Curleigh.

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