After good experience in Bangalore, Levi Strauss is all-set to enter Delhi and Mumbai with its Rivet brand. The company plans to set up stores in the two metros by this year end, informed K. Venkataramani, Marketing Director, Levi Struass India.

The company has sensed the market mood that people, especially the young generation, have good knowledge of fashion and they like to spend bucks for their likes, Venkataramani said.

Moreover, present is the best time for the brand in India as today’s youth is more connected to the world and wants more ways to express themselves.

The Levi loop will incorporate sub-brands like Levi’s Vintage Clothing, Levi’s 501, Levi’s RED and Levi’s Red Loop.

The Vintage Clothing has limited edition reproductions of garments from Levi's archives, while the Levi's 501 range is its original button-fly jeans.

Red and Red Loop are more contemporary in their approach and want to showcase the latest in global jeans-wear fashion for the youth, Venkataramani added.

(www.fibre2fashion.com)