Levi's(R) Brand Appoints Global Chief Marketing Officer

SAN FRANCISCO, March 2, 2011 - The Levi's(R) brand today announced it has appointed Rebecca Van Dyck as
its global Chief Marketing Officer. As global CMO of the Levi's(R) brand, Ms.
Van Dyck will be responsible for the development and implementation of fully
integrated marketing strategies across all of the Levi's(R) brand's product
categories and consumer communication channels. Ms. Van Dyck joins the
company from Apple, Inc. where she led the worldwide marketing and
communications strategies for some of the world's most well-known and admired
product launches, including introducing the iPhone, iPad and iPod + iTunes.

(Photo: photos.prnewswire.com/prnh/20110302/NY58076)

"Becca is a world-class marketer whose deep understanding of consumer
behavior and innovative approach to engaging with consumers will help take
the Levi's(R) brand to the next level," said Robert Hanson, president of the
global Levi's(R) brand. "Her proven success in creating and managing
consistent and disciplined marketing experiences across diverse geographies
and cultures will be a tremendous asset."

"Levi's(R) is one of the world's most innovative and iconic brands and I
am looking forward to building upon its heritage," said Ms. Van Dyck.

Ms. Van Dyck brings 20 years of marketing and advertising experience to
the Levi's(R) brand. Prior to serving as Senior Director of Worldwide
Marketing and Communications for Apple, Ms. Van Dyck was a primary architect
of Nike's "Just Do It" campaign. During her tenure as Nike's Global Account
Director at Wieden + Kennedy, she managed the Nike account across three
continents and led Nike's Global World Cup and Olympic Campaigns. Ms. Van
Dyck has also held a series of international appointments including founding
Wieden + Kennedy's Melbourne office.

About the Levi's(R) brand

The Levi's(R) brand epitomizes classic American style and effortless
cool. Since their invention by Levi Strauss & Co. in 1873, Levi's(R) jeans
have become the most recognizable and imitated clothing in the world -
capturing the imagination and loyalty of people for generations. Today, the
Levi's(R) brand portfolio continues to evolve through a relentless pioneering
and innovative spirit that is unparalleled in the apparel industry. Our range
of leading jeanswear and accessories are available in more than 110
countries, allowing individuals around the world to express their personal
style. For more information about the Levi's(R) brand, its products and
stores, please visit www.levi.com.

About Levi Strauss & Co.

Levi Strauss & Co. is one of the world's largest brand-name apparel
companies and a global leader in jeanswear. The company designs and markets
jeans, casual wear and related accessories for men, women and children under
the Levi's(R), Dockers(R), Signature by Levi Strauss & Co.(TM), and
Denizen(TM) brands. Its products are sold in more than 110 countries
worldwide through a combination of chain retailers, department stores, online
sites, and franchised and company-owned stores. As of November 28, 2010, the
company operated 470 stores within 27 countries. Levi Strauss & Co.'s
reported fiscal 2010 net revenues were $4.4 billion. For more information, go
to levistrauss.com.

Alexa Rudin, Levi's Brand, +1-415-501-7645, arudin at levi.com; or Kelley Benander, Levi Strauss & Co., +1-415-501-7598, kbenander at levi.com