One of the largest players in the global streetwear sector is about to throw its considerable weight into attracting a younger following.
Popular American label Levi's has awarded privately-owned Melbourne firm 3 Zero the sole licensing rights to launch its new childrenswear line, Levi's Kids, across the Australia and New Zealand markets.
The brand, launching in time for southern hemisphere summer 2009/10, seeks to capitalise on the popularity of its adult line - in particular its iconic 501 jeans brand.
3 Zero brand manager Zoe Tardif said the six-year contract would see the introductory collection broken into two key age group segments: one aimed at kids aged between three and seven and the other targeted at children aged eight to 14.
The launch collection, which will be edited from the US component to suit the Aussie climate, would be an "extremely tight and branded" seasonal range that would have three drops starting in August, Tardif said.
Styles include jersey T-shirts and Levi's eccentric cotton check shirts made in miniature.
"The focus of the range is on our core denim styles and batwing print T-shirts which are almost a standalone range from the seasonal product. The core program is not just indent, it will be available very day of the year. We are able to service the retailer only wanting to stock the core denim without the pressure of stocking the entire range -it's about count and fill equals sales."
Manufactured in China, Pakistan and India by the same factories servicing the adult range, the Levi's Kids line will boast retail price points of around $30 for a top and up to $80 for a pair of jeans.
Tardif said the line would be targeted at influential "trendy" boutiques and major department stores.
"Majors including David Jones and Myer are seeking a winter 2010 launch due to the strength of denim in winter and using it as a strong point to their story to tell for winter as the season can be quite taxing on sales due to its climatic nature. We are still presenting to [New Zealand department store] Farmers with a view to launching there in October."
Tardif said 3 Zero was currently working with Levi's Australia to map out a marketing plan to support the launch which was likely to include main media spend together with point of sale and online advertising.
Other brands in the 3 Zero group childrenswear portfolio include Freshbaked, Mooseheads and Stella Bella.