Target is expanding its partnership with legendary denim brand Levi Strauss & Co., putting more of its jeans and jackets in stores nationwide.
The Bullseye has carried Levi's cheaper "Denizen" jeans brand for the past decade, but is now expanding into Levi's "Red Tab" range of clothing that include its famous 501, 505 and 511 jeans.
Target had already tested the Red Tab products at around 50 stores, but will now expand that to 50 more across the country, most of which are near college campuses "and highly-trafficked urban locations."
The new range will comprise both men's and women's jeans, tops and jackets, costing $17.99 to $59.99.
"We’re thrilled to expand our apparel assortment with items from Levi's® Red Tab label,” said Target's chief merchandising officer Mark Tritton.
"This partnership is a great example of how Target continues to offer a curated assortment of highly relevant and premier national brands like Levi's, while also differentiating ourselves by offering only-at-Target brands that we create just for our guests."
For Levi's part, the company is trying to diversify where its products are found, with Bloomberg noting it has also recently rolled out more of its clothing at Macy's, Nordstrom and Bloomingdale's.
The motivation for this, Bloomberg reports, is Sears, which has long been a mainstay for Levi's products, but whose ongoing demise is hurting the Levi's bottom line.
Target believes it has the demand from its shoppers to help Levi's, noting it's one of the most searched brands on Target.com.
The Red Tab line will debut in the 50 stores from Sunday, Aug. 11.