Denizen, the jeanswear brand created by Levi Strauss & Co. back in 2010, is announcing a new global campaign dubbed ‘We Are Explorers,’ which will see several ambassadors of the brand travelling across the globe and collecting creative inspirations. Levi’s is known for its love for journeys, exploring distant countries and getting new experiences (Levi’s Roadwear and Levi’s Norte a Sur: Una Ruta, 5 Experiencias project prove it), and has ‘transplanted’ this affection onto its child brand.

Levi’s is committed to making its jeans as ‘planet and people-friendly’ as possible by adopting water-saving and sustainable sourcing goals and tracking the life-cycle of jeans to see its environmental footprint—as it turned out, water use impact from growing cotton is the biggest (49%), followed by consumer use (45%). Following the launch of Water<Less jeans, the Levi Strauss company is releasing 2 million pairs of Levi’s and dENiZEN jeans containing sustainably farmed fiber, a blend of Better Cotton, which is grown under the Better Cotton Initiative in a way that is healthier to the environment and communities, and other fabrics.

dENiZEN, introduced by Levi Strauss primarily as a brand for Asia-Pacific region, but later taken to the U.S. as well, has launched a new program targeted at ambitious young people, willing to spread the word about their start-ups. The brand is calling individuals and groups from China, Singapore, Korea, Pakistan, India and Mexico to come up with their inspirational and optimistic projects, which can benefit community in various areas, including filming, art, technology, music, sports or games. The most entertaining and smart entry will be selected by three judges and realized with the help of dENiZEN—so, it’s really worth trying.

Last summer, Levi Strauss presented the dENiZEN brand designed exclusively for Asia-Pacific region, but then it was decided that the new offer might be a good addition to the company’s portfolio in other countries as well. The brand, which is already available in China, India, Mexico, Pakistan, Singapore and South Korea, today, July 20, officially arrives in the U.S. to be sold at Target throughout the country—there, shoppers can find men, women, boys and girls styles at the prices ranging from $17.99 to $29.99.

‘Catch them young’ is thought to be the secret motto of all companies and brands, but as their activity proves, they are not only establishing strong ties with younger consumers from early years of their life to make them used to buying a particular product, but also support their creativity, encourage to develop eco-friendly attitude and start making contributions to the world though participating in a range of social projects devised or supported by brands. Today, we at Popsop are delving into answering the question of what marketing efforts attract representatives of Generation Z (born 1991-2002) and to some extend Generation Y (born 1981-1990).