Signature by Levi Strauss & Co.™
Levi Strauss & Co. · United States
Signature by Levi Strauss & Co.™ is a value denim brand from Levi Strauss & Co., created in 2003 for the mass market discount channel. It sells jeans, shirts, jackets and shorts for men, women and children, with Walmart as its launch partner.
| Owner | Levi Strauss & Co. |
|---|---|
| Launched | 2003 |
| Launch partner | Walmart |
| Price position | Value |
| Website | levistrauss.com |
What is Signature by Levi Strauss & Co.™?
Signature by Levi Strauss & Co.™ is the value denim brand of Levi Strauss & Co., the San Francisco company behind Levi's. It was created to bring the group's denim expertise to price conscious shoppers in mass retail.
History
The brand reached stores in July 2003, in time for the back to school season. Walmart was the launch partner, with a roll out to all of its roughly 2,800 stores in the United States at the time. The brand was not designed as an exclusive, and Levi Strauss & Co. also held talks with other discount retailers.
Products and positioning
- Jeans in regular, relaxed and slim fits, including big and tall sizes
- Shirts and jackets
- Shorts, including utility styles
- Ranges for men, women and children
At launch, the jeans were priced under 30 US dollars, clearly below the main Levi's line.
Why it matters
Signature is a well known example of a heritage denim company using a separate brand to enter the mass discount channel without diluting its flagship label.
Frequently asked questions
Is Signature by Levi Strauss & Co. made by Levi's?
Yes, Signature is a brand of Levi Strauss & Co., the company that owns Levi's, created for the discount channel.
Where is Signature by Levi Strauss & Co. sold?
It launched at Walmart in 2003 and is sold mainly through mass market retail.