UNDERCOVER UNDERWEAR: Levi Strauss & Co. is getting ready to hit the men’s underwear category. The company confirmed that, beginning in fall 2014, it will begin to market men’s underwear and hosiery through two licensing agreements, one for the Americas region with Mad Projects Industries, a New York-based firm, and the other, for European markets, with Dobotex, the long-time Puma licensee of which Puma acquired full control in 2011. The license is understood to cover only the Levi’s brand, not the Dockers or now scaled-back Denizens labels, and will be discussed in greater detail closer to its release to stores later in the year. Until then, Levi’s p.r. team is keeping its cards close to its waistband.
January 30, 2014