The new brand is aimed at young consumers in emerging markets, starting with China, Singapore and South Korea.
The newest incarnation of Levis will aim at a broader segment of Chinese consumers than traditional Levis, which sell for over $100 in the upscale malls along Shanghai’s tony Nanjing Rd. shopping strip.
The Levis brand enjoys an avid following in China, among a relatively limited number of well-off younger shoppers, some of whom are collectors.
Already, sales of garments and shoes in China have outpaced pricey Japan, accounting for more than a third for all of Asia, and increasingly, fashion-conscious Shanghai is viewed as a foothold for the region.

Levi Strauss, which retreated from the China market for a time in the mid-1990s citing concerns over labor rights, now has hundreds of outlets in China and plans to open up to 1,000 by 2015.
The new label Levis jeans will sell for the equivalent of $40 to $60 ? a range likely to suit the relatively young 20-40 age range that dominates China’s spending on clothing and accessories.
The first dENIZEN shop will open later this month in Shanghai.

Source : Konaxis