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To entice more women to buy its jeans, Levi’s is looking to the past and the future all at once.
Following a 2015 update of its women’s collection, which included a refresh of fits and fabrications, Levi’s is today diving into the white-hot vintage jean market with the global launch of Levi’s Authorized Vintage. This collection of 50,000 jeans from the ‘60s, ‘70s and ‘80s, priced at $300 a pair, aims to compete with purveyors who have made a killing selling archival denim—much of it, Levi’s.
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