MILAN — Safilo Group and Levi Strauss & Co. have inked a multiyear global licensing agreement for the design, manufacturing and distribution of Levi’s branded eyewear collections. Effective January 2020, the deal will run until November 2024, with an optional five-year extension thereafter.
“This new partnership is particularly significant for our brand portfolio: Levi’s is the number-one denim brand globally, among the favorites by Millennials and Gen Zers all over the world,” said Safilo Group chief executive officer Angelo Trocchia.
According to the executive, the new deal gives the company the chance “to grow in the contemporary market segment, which is the largest for size and development potential globally and [is] especially relevant for further growth in key emerging markets, such as China.”
Levi Strauss & Co. chief product officer Karyn Hillman underscored the importance of the eyewear category for the label, highlighting that the “partnership with Safilo will allow us to further strengthen our position as a real lifestyle brand.”
Listed on the Italian Stock Exchange since 2005, Safilo produces and distributes eyewear under license for brands including Dior, Fendi, Givenchy, Marc Jacobs and Moschino, as well as house brands Carrera and Polaroid, among others.
Over the last month, the Italian eyewear company has also signed a licensing agreement with Missoni and renewed its existing deals for the design, manufacturing and distribution of the Tommy Hilfiger and Havaianas brands.