Levi's debuts Denizen brand in Shanghai

“This is the birth of a new history for Levi Strauss & Co in Asia,” said Aaron Boey, president of Levi Strauss' Asia Pacific division.

The brand name is a combination of the words ‘denim’ and ‘zen’. Levi's SVP and Denizen head Terence Tsang said it is the first product ever launched outside of America in the brand's 137-year history. Denizen will be a standalone brand operating independently out of its Hong Kong headquarters.

According to Boey, Denizen targets the lucrative middle-class consumer group between the ages of 18 and 28 in Asia. The product range, which includes jeans, tops and accessories, retails for US$40 to US$60.

Boey said the brand will launch in Shanghai, followed by Beijing and then the rest of northern China before moving west.

A pan-Asian social media campaign for spanning 10 countries is currently in the works. It is said to involve ten real people selected from China, Hong Kong, Singapore, South Korea and India to represents the theme ‘rising Asia’.

Over a 100-day period, the ‘Denizen10s’ will share their experiences and thoughts on variety of issues aimed at the youth generation.

Korean star Jay Park is already confirmed as one of the ambassadors. Click here to watch behind-the-scenes footage of his shoot for the Korean ad.

Tod Gimbel, head of corporate affairs at Levi Strauss Asia-Pacific division, explains that each market will have their own advertisement for Denizen.

50 Denizen retail stores are scheduled to open across China, South Korea and Singapore by the end of 2010. The Shanghai store is expected to open in early September.