Business News

26 Jun. 2009

LEVI’S LAUNCHES PREMIUM DIVISION XX

Levi’s is expanding into the premium market with a brand new global division called Levi’s XX. Based in Amsterdam, XX will be led by Senior Vice President Maurizio Donaldi. Donaldi, who brings to the role almost 30 years’ experience in developing and growing international fashion and lifestyle brands, will lead an international team focusing on the creation, development and launch of the company’s most premium collections around the world.

The new division’s product offer will include Levi's Vintage Clothing, a collection of handcrafted historic styles from the company’s renowned archives.

“I am thrilled that Maurizio is coming on board,” said Armin Broger, President Levi Strauss Europe, Middle East and North Africa. “He is highly competent and absolutely passionate about denim. Maurizio is at home in any major city around the world, which gives him a deep understanding of what it takes to build a global brand. I am confident that his expertise will bring growth opportunities to the Levi's brand.”

—Melanie Gropler