Levi Strauss & Co, the global jeanswear leader, on Tuesday unveiled its new brand, dENiZEN(tm). The dENiZEN(tm) brand offers great fitting, quality jeanswear for a new generation of upwardly mobile youth. With its global headquarters located in Hong Kong, dENiZEN(tm) is the first brand from Levi Strauss & Co 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(tm) 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."-PR