NEW LEVIS DOCKERS
By Adnews Staff
U.S.-based Levi Strauss is introducing new pants to its Dockers line of casual clothing this summer in the U.S., called the Dockers Authentic K-1, 03, 05 and 07. The company is hoping to attract young men to the line which has mostly been worn by the middle-aged. In Canada there are no plans in the "foreseeable future" to bring the new Dockers here, corporate communications director James Toccacelli told Adnews this week. The company is still building its Dockers line in Canada. In the U.S., Levis wants to target a younger crowd. Thus the the new line is coded with numbers, as are Levi jeans. At block parties organized by Spin magazine, advertising will be projected onto skyscraper walls. The ads were created by Foote, Cone & Belding's San Francisco office. U.S. advertising is localized in Canada by Harrod & Mirlin of Toronto which also creates original ads.