Pay attention Midwest America and Williamsburg Brooklyn, iconic farm machinery manufacturer John Deere is looking to plow through Levi’s and Diesel with a new denim line. The core product will be jeans that are designed with durability and comfort for people who work the land.

“In the past we treated merchandise as more of a promotional giveaway”, said Molly Reddish, category manager for John Deere brand licensing, Moline, Ill. “Now we look at it as a matter of if we are going to offer specific products, we want to build them. We’re at the point where we can offer differentiated product with the quality that reflects the brand.”

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