SAN FRANCISCO, CA.- (BUSINESS WIRE)--Aug. 24, 2005--The Andy Warhol Foundation and Levi Strauss & Co. today announced they have entered into a licensing agreement in which the Levi's brand will direct the design and marketing of a super-premium collection of jeans, tops, sweaters and jackets for men and women under the name, "Warhol Factory X Levi's®." The Levi's® brand will be working in partnership with Division 11, who will manage the sales, execution and logistics of the program. The new collection will be exclusively available in the United States and Canada and will be unveiled to prospective retailers at the MAGIC tradeshow in Las Vegas, August 29-31, 2005.
The collection is designed to pay homage to the collective iconography of both the Levi's® brand and Andy Warhol's famed pop-culture art. The collection leverages Levi's® great fit in jeans and jackets and is embellished with imagery reflective of Andy Warhol's more famous artwork and sayings such as: "Fashion wasn't what you wore someplace anymore; it was the whole reason for going." The collection will be available at super-premium retailers and priced between $190-$250 for jeans and $80-$300 for tops. The new collection will debut in spring 2006.
"We are pleased to enter into a relationship with one of the world's most recognizable names in popular culture and art," said Robert Hanson, Levi's® brand U.S. president. "This is the pairing of two great American icons to bring trend-right product to consumers looking for something truly original and authentic."
"During his life, Andy Warhol not only wore Levi's® but in 1984 he decided to make this iconic brand the subject for a series of paintings," said Michael Hermann, director of licensing at The Andy Warhol Foundation. "We are thrilled with this new relationship and it confirms that everything Andy Warhol said, did, and wore was part of one creative vision that continues to influence popular culture."
About Warhol - As the preeminent American artist of the 20th Century, Andy Warhol challenged the world to see art differently and secured a place in the public imagination. Warhol first came to New York as a young graduate of the Carnegie Institute of Technology in 1949 and worked throughout the 1950s as a commercial artist creating advertisements and designing store windows. In the years that followed, he produced tens of thousands of artworks in every possible medium: sculpture, painting, drawing, printmaking, film, video, photography and even literature.
Andy's cultural legacy lives on through his artworks and the works of The Andy Warhol Foundation and Andy Warhol Museum. The collection with the Levi's® brand is produced under a license from The Andy Warhol Foundation for the Visual Arts, Inc., a New York not-for-profit corporation which promotes the visual arts. The designs are based on Warhol's original works. For more information on Andy Warhol, visit The Andy Warhol Foundation at www.warholfoundation.org or the Warhol Museum at www.warhol.org.