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Safilo renews licensing agreements with Levi Strauss and AEFFE

Safilo Levi strauss

Global eyewear company Safilo Group has announced the early renewal of additional global eyewear licensing agreements with the Levi Strauss & Co. and AEFFE brands, amid an extension of its agreement with HUGO BOSS earlier this month.

Safilo has extended its licensing agreements of US denim manufacturer Levi’s branded eyewear until the end of 2029, and luxury fashion brand AEFFE S.p.A.’s Moschino and Love Moschino eyewear collections until December 2033.

Levi’s eyewear will continue to be distributed globally, leveraging strong brand awareness and widespread point-of-sales in Europe, North America and Asia, where it represents one of the main brands in the contemporary segment.

“We are very proud to renew our partnership with Levi’s which, thanks to its unmatched brand awareness, allows our group to offer amazing contemporary eyewear to consumers all around the world,” Mr Angelo Trocchia, CEO of Safilo Group, said.

“We are particularly pleased to be able to strengthen our collaboration with a company with which Safilo shares a common vision, and commitment to sustainability, reflecting the strategic importance that we mutually place on this way of running successful businesses. Furthermore, we are proud to keep working with Levi’s which remains one of the most loved brands of the younger generations.”

Safilo’s licensing agreement of Moschino branded eyewear has been extended until December 2033. Image: Safilo Group.

Ms Karyn Hillman, senior vice president and chief product officer of Levi Strauss & Co, said the Safilo partnership helped the company continue to diversify Levi’s product portfolio as a lifestyle brand.

“We’re gratified to see the progress we’ve made since we first announced and look forward to ongoing collaboration,” she said.

Similarly, the Moschino eyewear collections will continue to be distributed globally, with a particular focus on Southern Europe and Latin America.

“We are very proud to renew our partnership with Moschino, an iconic brand that has always represented a strong asset for our women’s eyewear segment,” Trocchia said.

“We started our partnership with Moschino in 2018 and we are thrilled to make a step further in locking another fruitful collaboration for the long term.”

Mr Massimo Ferretti, Aeffe S.p.A. executive chairman, added: “Over the past few years, Safilo has demonstrated to be an incredible business partner, along with a top leader in the eyewear industry.

“We are happy to continue working at this project for the Moschino and Love Moschino brands with a company sharing with us the same core values, including unparalleled attention to creativity and quality.”

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