DNR is reporting this week that Levi Strauss, the company synonymous with workwear denim and jeans is looking to leverage their brand to offer “complete lifestyle collections.” Leveraging the power of their classic American heritage, Levi plans to “garner a much larger percentage of sales from tops, accessories, footwear, outerwear and other categories. The strategy is aimed at jump-starting the company’s $4.27 billion in sales—which have been basically flat since 2003—and diversifying the company beyond its iconic bottoms businesses, which currently account for about 87 percent of total sales.” (photo via nyt)

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