Levis dENiZEN™


137-year-old American denim brand Levi’s have just launched a new label specifically tailored to emerging markets in China, India, Korea and Singapore. These economically booming countries share a fast growing middle class consumer that H&M, Uniqlo and Zara, have already tapped into with presence in Shanghai.

The denizen collection (a combination of the words “denim” and “Zen”) offers its own logo and styles, targeting the new generation of upwardly mobile 18 to 28-year-olds who seek high-quality jeanswear at affordable prices.

“The dENiZEN brand is made for a new generation of young people who are motivated and forward-looking,” said Terence Tsang, senior vice president, dENiZEN™ brand, Levi Strauss & Co. “It offers an updated twist on classic essentials, encouraging consumers to create their own style and find their own voice. With the dENiZEN™ collection, we present quality jeans that are fit for everybody.”

With its global headquarters located in Hong Kong, dENiZEN is the first brand from the company to debut outside the USA and Levis are aiming to price its Denizen brand in the range of $40-$55 retail.

Approximately 50 dENiZEN™ retail stores will open their doors to shoppers by the end of 2010 across China, Korea and Singapore.

“It’s a hugely significant market opportunity,” says Tsang to the Wall Street Journal. “We’re right between the premium and the masses.”

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