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    Levi’s Strauss Signature to enter men’s innerwear segment

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    Apparel manufacturer Stallion Garments has got the license to manufacture and market of the series of Levi’s Strauss Signature innerwear for men. The collection will hit the stores in India in mid-April 2009, according to a top company official.

    “We plan to start production of the Signature brand inner wears from February end. The new collection would also be sold at jeans stores and available with retailers selling the company’s recently launched innerwear brands of When and Lam by mid-April 2009,” said , managing partner,

    The company will be manufacturing fashion briefs, string bikinis, boxers, trunks, racer back tops, vests, crew and V-necks. The new products would have a price tag of Rs 70 to Rs 220.

    “We would tap the lower-end and medium level with the Levis Strauss Signature brand products, while our own brands of When and Lam are positioned as premium segment products,” added Thierumurthy.

    Tirupur-based Stallion Garments, with total sales of Rs 800 million in 2007-08 and employing 1500 people, recently launched its own domestic innerwear brands, When for men and Lam for women. The company also manufactures and exportes knit and woven garments.

    — IndiaRetailing Bureau