Lambesis Is Advising Levi On New Brand

Levi Strauss & Co. has added another horse to its creative stable, bringing in Lambesis to develop a new global product set to launch next year under the Levi brand umbrella, sources said.
It is unclear whether the new product will be an apparel brand, but sources said it will be “youth-oriented”–a demographic Levi has courted in an attempts to improve its market share.
Robert Holloway, a vice president of marketing at the client, is managing “brand-building efforts” targeting younger consumers and is involved with Lambesis’ project, sources said.