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LEVI STRAUSS & CO. FORMS LEVI STRAUSS NORTH AMERICA

LEVI STRAUSS & CO. FORMS LEVI STRAUSS NORTH AMERICA
 SAN FRANCISCO, Dec. 19 /PRNewswire/ -- In anticipation of shifts in global economic structures, Levi Strauss & Co. today announced the formation of Levi Strauss North America (LSNA) and named Robert D. Rockey Jr. president of the newly formed entity. Effective Feb. 1, 1992, LSNA will encompass all of Levi Strauss & Co.'s marketing divisions in the United States, Levi Strauss (Canada) Inc., and Levi Strauss de Mexico, S.A. dc C.V.
 "Our markets are becoming more global, and consumers are becoming much less confined to the boundaries of specific countries. These challenges suggest a greater level of interdependence and the need for a significant structural change," said Thomas W. Tusher, president and chief operating officer of Levi Strauss & Co.
 Tusher said that the company's realignment of its North American businesses reflects not only the potential emergence of a trading block among Canada, Mexico, and the United States, but also the realities of Levi Strauss & Co.'s business, which already shares production and product development across these borders.
 "The creation of Levi Strauss North America will enable us to better coordinate the strategies and needs of our businesses across three neighboring countries that are now forging closer economic relationships," said Tusher.
 Tusher said Rockey's nearly 13 years of experience with the company in the United States and in Europe gives him the cross- cultural expertise to make him successful in his expanded role. Rockey is currently president of Levi Strauss & Co.'s five major U.S marketing divisions and distribution programs. He has served in this capacity since January 1991.
 Rockey, 48, joined Levi Strauss & Co. as a merchandise manager in 1979. Since then, he has held the positions of vice president and general manager of the company's Youthwear Division from 1980 to 1983, vice president and then president of its Womenswear Division in 1983, president of its European Division in 1984, and president of the Jeanswear Division from 1988 to 1991.
 In this new structure, the presidents of LS&CO.'s U.S. marketing divisions, Levi Strauss Mexico general manager Adolfo Moreno, and Levi Strauss Canada president Gordon Shank will report to Rockey. Rockey will continue to report to Tusher.
 Levi Strauss & Co. is the world's largest brand-name apparel manufacturer with 1990 sales of $4.2 billion and nearly 31,000 employees. The company designs, manufactures and markets apparel for men, women and children, including jeans, slacks, shirts, jackets and skirts.
 -0- 12/19/91
 /CONTACT: Katherine Tanelian of Levi Strauss & Co., 415-544-6285/ CO: Levi Strauss & Co. ST: California IN: TEX SU:


DG -- SF008 -- 4144 12/19/91 17:46 EST
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Publication:PR Newswire
Date:Dec 19, 1991
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