Levi's website markets to the US, 21 European countries, 11 Latin American countries, 13 locations in the Asian Pacific market, and Canada.
The Swedish site, for example, differed from the US website. The US site featured a men's and women's section, and strong emphasis on non-jean wear such as shirts. The Swedish site, with its English text, featured only jeans, men's/women's-wear combined, and a smaller selection of jeans.
They also offered a bleached jean called the Levi's Collectible that seemed very unlikely ever to make it in the US. This is where words fail me and I can only reflect on the jeans on the Swedish exchange student in my high school. Stephan was a popular, good-looking hockey player who never lacked for girlfriends or invitations...and yet, we always used to call his jeans, "just wrong." The look, cut, and color of a Levi's Collectible is different from US brands and, like Stephan's pantwear and in some nearly undefinable way, does not fulfil our standard of what a jean "should" be.
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