US denim firm Levi’s has launched its latest jeans brand, Denizen, in the emerging Chinese retail market.
It is the first time a Levi brand has made a global debut outside the US, and signals the company’s focus on China for growth. Global headquarters for the new brand will be located in Hong Kong.
Denizen, meaning inhabitant, will be available from Fall 2010 in standalone retail stores in China, Korea and Singapore. The collection includes a variety of jeans, tops and accessories for men and women.
“This is the birth of a new history for Levi Strauss & Co. in Asia,” said Aaron Boey, president, Levi Strauss & Co Asia Pacific Division. “The Denizen brand will offer our consumers what they have been looking for – stylish, well-made and comfortable clothes from a company they trust. With our 137 years of denim heritage and recognised jeans leadership in Asia, Levi Strauss & Co is strongly positioned to meet this need among emerging middle class consumers in Asia.”
Levi’s said that the Denizen brand is designed for 18 to 28-year-olds who seek jeans at affordable prices.
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