New Lines for Levi's

Levi's is marking its 150th anniversary with two new lines - Lady Levi's and 100% Jeans - and the relaunch of its 501 range.

Levi's brand president Europe Kenny Wilson said: "We will be showing both the new ranges to retailers for the first time in two weeks. We expect to open new doors with Lady Levi's and there will be opportunity for independents. We will be looking at establishing a 1% share of the jeans market with it in the GBP 30 to 40 price range. The 100% Jeans, however, will retail for GBP 65 to 70."

Among the UK retailers getting a sneak preview of the new Levi's offer was House of Fraser's men's casualwear buyer Nick Preston. He'll be buying into the 100% line, said Preston. "It's fashion-forward but is for people who are maybe interested in Levi's Red but want more of a mainstream interpretation with price points which reflect that."

The 1985 campaign for 501 with Nick Kamen in a laundrette gave Levi's a new lease of life. The planned relaunch for later this year will see the basic design tweaked again for a new consumer.

The last time 501 was reshaped was in 1993. It will now feature a lower front rise, lower back pockets and a straighter leg. A print and outdoor ad campaign will run this autumn, followed by a television campaign next spring.