A new denim collaboration between Levi’s and Brooks Brothers will be introduced today at all Brooks Bros. stores and the retailer’s e-commerce site. Co-branded as Levi Strauss for Brooks Brothers, the $148 designs come in three fits and six washes for men, with all product made in the U.S.
“There are millions of guys out there who wear our classic Brooks Brothers button-down oxford shirt with Levi’s jeans, so we thought there would be great synergy in offering an exclusive Levi’s product in our stores,” said Lou Amendola, chief merchandising officer at Brooks Bros. The idea for the project originated with Brooks Bros. chairman and chief executive officer Claudio del Vecchio, added Amendola.
The jeans will be merchandised along with Brooks Bros.’ own branded Supima cotton jeans, which retail for $98.50. The Levi’s product will be available in all 114 traditional Brooks Bros. stores, but not the retailer’s 91 factory outlet units. The partnership is expected to be open-ended, depending on consumer reaction.
Brooks Bros. throughout much of its history carried outside brands, such as Lacoste polos from the Thirties through the Sixties, noted Amendola. Currently, the 192-year-old retailer also carries the Black Fleece label designed by Thom Browne, aco-branded luggage line from Hartmann, footwear from Peal & Co. and a children’s wear collection under the Fleece label designed by Nikki Kule.
“The Brooks Brothers consumer is a sophisticated customer, so we’ve used really premium fabrics, hand-finishing and very beautiful, mostly clean washes,” said Carl Chiara, director of men’s and women’s brand concepts and special projects for Levi’s in the Americas.
The jeans come in the Levi’s 501 button-fly, 505 zip-fly and 514 slim straight fits. The interior pocket bags of the jeans carry the logos of each brand, including the Levi’s “Two Horse” design and the Brooks Bros. “Golden Fleece” insignia, as do hangtags. However, the Brooks Bros. name does not appear on the leather back patch.
Previous Levi’s collaborations with retailers include limited edition product with specialty store Opening Ceremony; a Michael Jordan brand line with Nike, and capsule collections with Engineered Garments, Robert Geller and Billy Reid that were sold exclusively at Bloomingdale’s as part of the GQ Best New Menswear Designer in America competition.
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