Nov 1, 2002 -- Levi Strauss & Co. today launched a new casual clothing brand called Levi Strauss Signature™ for U.S. consumers who shop at mass channel retail stores.

The brand of clothing for men, women and children will be available initially at Wal-Mart stores across the United States beginning in July of 2003.

The company also is currently talking with other U.S. mass channel retailers about offering Levi Strauss Signature™ products in their stores.

With the addition of Levi Strauss Signature™, the company now has a portfolio of three brands, including the Levi's® and Dockers® brands.

"One-third of all jeans sold in the U.S. are purchased in the mass channel at retail and yet there is a void in this market for quality clothing from Levi Strauss & Co.," said chief executive officer Phil Marineau. "Consumers who shop in these stores have told us that they want high-quality jeans at affordable prices from a company they trust. That's what we will deliver."

The Products

The Levi Strauss Signature™ brand will initially focus on jeanswear with a range of denim and non-denim pants and shirts as well as denim jackets.

The brand's logo and product packaging leverage the company's 149-year history.

For example, the waistband back patch on the jeans features the name of Levi Strauss, who founded the company in 1853.

The product hangtags describe the authenticity and quality of jeans from the company that first made sturdy "waist overalls" for miners seeking durable work pants in California in the 1870s.

The range of manufacturer's suggested retail prices for Levi Strauss Signature™ jeans will be below $30.