Levi Strauss & Co. unveiled its new brand, dENiZEN™. The brand offers great fitting, quality jeanswear for a new generation of upwardly mobile youth. With its global headquarters located in Hong Kong, dENiZEN is the first brand from the company to debut outside the USA.

“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 recognized jeans leadership in Asia, Levi Strauss & Co. is strongly positioned to meet this need among emerging middle class consumers in Asia.”

Image Courtesy: Associated Press

The new brand is designed for 18 to 28-year-olds who seek high-quality jeanswear and other fashion essentials at affordable prices. The product collection—including a variety of jeans, tops and accessories—complements active lifestyles and empowers consumers to express their aspirations, individuality and attitudes. To represent this new generation of consumers who inspired the development of the brand, the company is also introducing dENiZEN10, an innovative and unique pan-Asian social media project involving real people with unique personalities and individual voices.

Image Courtesy: Associated Press

Image Courtesy: Associated Press

dENiZEN selected ten individuals from across the region—China, Hong Kong, Singapore, Korea and India—to capture the mood of “Asia Rising”. These ten people represent the spirit of the new brand. They are optimistic global citizens passionately pursuing their dreams. The dENiZEN10 will spend 100 days sharing their experiences and response to the new brand on social media channels—as well as their thoughts on various life themes that speak to the new generation.

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