US fashion brand Levi Strauss & Co is growing its direct-to-consumer (DTC) reach by introducing its Red Tab loyalty initiative to four more European markets.

Additionally, all pieces in the collection will feature a blue version of Levi's iconic red tab. Levi's Blue Tab will launch in Japan on Feb. 1. It will debut in the U.S. in April. Levi's teamed ...

Denim giant Levi’s is aiming to strengthen its DTC-first strategy, with the expansion of its member scheme, Levi’s Red Tab™, introducing it into four new European markets. Consumers in Poland, Ireland ...