Denim brand Levi Strauss & Co has launched a new brand aimed at the Asian market.
Denizen, Levi’s first brand to be launched outside of the US after it was unveiled in Shanghai yesterday, will initially target customers in China, Singapore and South Korea before expanding to India.
The new collection, aimed at 18-28 year-olds, comprises of jeans, shirts and T-shirts, will be priced between $40 to $60 (£26-39), about half the price of Levi’s jeans in China.
Terence Tsang, senior vice president of Denizen, posted on his blog: “I promise our new brand will provide consumers with stylish, great fitting and affordable jeanswear. After all, it may be a new brand, but it was built and crafted by the company that invented blue jeans and that remains “the denim authority”.”
Levi’s will launch 50 Denizen stores across Asia by the end of 2010.