St David’s Cardiff, Wales’ largest retail and leisure destination, has announced that the global leader in denim, Levi’s®, is bringing the iconic brand to the heart of the city centre, with a new store set to open in September.

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Levi’s® is one of the world’s most recognisable jeanswear and clothing retailers, with products sold in more than 110 countries. The brand is a pioneer in casual and work attire since they invented the blue jean in 1873 and for every new product made, resources and materials are used responsibly with a strong focus on sustainability, animal welfare, and conscious shopping.

James Waugh, general manager for St David’s Cardiff, said: “We are so excited to welcome the first standalone full line Levi store to Wales in September. The new store will offer the very latest in the brand’s iconic collections and products. It will be a sure hit with our shoppers, and the perfect addition to our retail mix. This announcement comes at a very exciting time for the centre as we gear up to celebrate our 10th birthday and have a fantastic line up of new names on the horizon.”

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Richard Hurren, VP Europe North at Levi’s® added: “We aim to inspire fans with a great portfolio of denim as well as head-to-toe lifestyle solutions. Cardiff is one of the United Kingdom’s key cities with a strong local base and high volumes of tourists and St David’s was a target location for us. We believe that our jeans are a token of self-expression and can’t wait to open our doors to the people of Cardiff.”

This international signing for Levi’s® follows a raft of international fashion powerhouses opening, including Inditex brands Bershka and Stradivarius. Other recent openings in the centre include luxury chocolatier and cocoa grower, Hotel Chocolat.