Levi's® adds Eyewear to its Accessory Collection

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The first Levi's® Eyewear collection is scheduled to make its official debut at the next edition of SILMO - the international trade exhibition known for its collaboration with the world of fashion, held in Paris on October 19-22, 2007.

The first Levi's® Eyewear collection is scheduled to make its official debut at the next edition of SILMO - the international trade exhibition known for its collaboration with the world of fashion, held in Paris on October 19-22, 2007.

The collection, which is the result of an exclusive licensing agreement with Lunettes Grasset Associés, consists of over thirty styles of ophthalmic frames and sunglasses for men and women. It features on-trend, contemporary titanium and resin designs with a vintage flavour - including 1950s butterfly shapes for women and 1980s aviator styles for men. All are instantly recognizable thanks to the iconic motifs of the Levi's® brand - metal rivets, the Red Tab® device and Two Horse® Design.

"Eyewear is the ultimate accessory for a fashionable look. The new Levi's® Eyewear collection has been designed to be the perfect on-trend complement to the Levi's® Red Tab® jeans range and mirrors the Levi's® brand values in terms of innovation, design and quality," said You Nguyen, Senior Vice President Product of the Levi's® brand in Europe.

The Levi's® Eyewear Collection will be available through apparel and specialty eyewear stores across Europe from January 2008. Recommended retail prices will range from €99 -119 for sunglasses and from €139-189 for ophthalmic frames.

About Levi's® Clothing and Accessories

Since 1873 the Levi's® brand has been the definitive source of original jeanswear. Created as utilitarian clothing for working men, denim jeans became a fashion staple in 1935, when Vogue® magazine celebrated them as a wardrobe must-have.

Levi's® Accessories include kidswear, footwear, bags, belts and small leather goods, underwear and socks, eyewear, watches and mobile phones. Levi's® accessories are produced through exclusive licensing agreements and are available at thousands of points of sale throughout Europe.

About Lunettes Grasset Associés

The Lunettes Grasset Associés company (subsidiary since 2000 of the first French eyewear manufacturer L'AMY Group) is known for its expertise as an marketer-distributor of branded eyewear collections. Lunettes Grasset Associés is the license for Eden Park, Ddp and Chipie eyewear, and is the most important European partner of SEIKO titanium eyewear and Agnès B collections.

For further information please contact:

Levi's® Europe
Paola Brandi
Head of Public Relations
Tel: +32 2 641 6327    

Lunettes Grasset Associés
Béatrice Peyrelongue
ONZEWAY Agency
Tel: +33 1 44 90 87 43

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Beatrice Peyrelongue

33 (0) 1 44 90 87 43
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Denis Deschamps
ONZEWAY
33 (0) 1 44 90 87 40
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