Levi Strauss & Co recently presented DENiZEN, a new brand for the Asian youth, and now they are ready to introduce DENiZEN10, which was created as a team of ten young bloggers, who are invited to communicate with the target audience on various themes.
The DENiZEN10 is a team of creative young adults, which include artist Yan Wei (Beijing); film and model Yinuo Wang (Shandong); novelist Bright and analyst Saurahb Seroo (India); journalist and fashion blogger Ditto Ding and journalist and soccer fanatic Yiqing Zhu (Shanghai); graphic designer and shopaholic Stanley Sze (Hong Kong); student and world traveller Ziggy Yoon (South Korea); photographer and blogger Brad Lau and musician Sara Wee (Singapore). Levi’s provides them with total freedom of speech, and the Denizen10 guys and gals will be able to choose any theme, that will have a potential to stir discussion or will be just interesting for the audience.
During a period of 100 days (or even more), the young people from across the Asia-Pacific region will be telling teenagers and young adults about their experiences and sharing their views on different things (the new brand is among them, not is not the only topic to discuss) by communicating with internet users via their blogs and social media accounts.
“The plan is to try to get them together over the phone occasionally to suggest discussion topics around the targeted segments. Social themes could be families and things that inspire them. Besides that, we have agreed not to pose any controls on the bloggers,” commented Tod Gimbel, head of corporate affairs at Levi Strauss division.