Levi's(R) Brand Appoints Global Lead of Women's Merchandising & Design

SAN FRANCISCO, March 15, 2011 - The Levi's(R) brand today announced it has appointed Laurie Etheridge as
the global lead of Women's Merchandising & Design. As Senior Vice President
of Women's Merchandising & Design for the Levi's(R) brand, Ms. Etheridge will
be responsible for the design, development and merchandising of all of
Levi's(R) women's product categories across all its regions. Ms. Etheridge
joins the company from Perry Ellis International where she leads
merchandising and design for women's global fashion brands, including
Jantzen, Jag, Perry Ellis and Southpoint.

(Photo: photos.prnewswire.com/prnh/20110315/NY65755 )

"Laurie is a savvy global business leader with a signature blend of
merchandising expertise, product design instincts, operational rigor and
financial acumen," said Robert Hanson, president of the global Levi's(R)
brand. "She has an innovative vision for women's merchandising and design and
I am confident she is the right leader to build on the momentum of Levi's(R)
Curve ID."

"Levi's(R) is a revolutionary in women's denim. I am looking forward to
building on the brand's heritage and creating products women love and can't
live without," said Ms. Etheridge.

Ms. Etheridge began her career at Levi Strauss & Co. 16 years ago,
eventually serving as Director of Merchandising for Levi's(R) Juniors and
Girls product categories. Ms. Etheridge is returning to the company after
successful stints at such global brands as Perry Ellis, Quiksilver and
Speedo. Prior to Perry Ellis, Ms. Etheridge was Senior Vice President of
Merchandising & Design for Roxy and Quicksilver Women's Brands where she was
responsible for defining the brand product vision for the company's online
and retail channels. As Vice President and GM of Speedo Women's Performance
and Girls, Ms. Etheridge led global strategic product initiatives including
contributing to the design and development of 2008 Olympic performance swim
suits. Ms. Etheridge will join the company beginning April 18th.

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(R) Brand, +1-415-501-7645, arudin at levi.com, or Kelley Benander, Levi Strauss & Co., +1-415-501-7598, kbenander at levi.com