LS&Co. Unzipped
Aug 18 2010
Asia Rising
Imagine yourself being there almost 140 years ago when Levi Strauss invented the world’s first blue jeans. That’s a little how I feel today – excited about being present at the start of something amazing.
We’ve just launched a new brand here at Levi Strauss & Co. It’s called dENiZEN™. And I have the pleasure of helping lead it.
With dENiZEN™ comes a number of firsts.
This is the first brand in our long history to be launched outside the company’s home country. Yes, Shanghai, China, the site of our unveiling last night, is a long way from San Francisco. dENiZEN™ is also the company’s first brand to have its headquarters outside the United States. My team is based in Hong Kong, the fashion hub of Asia. And dENiZEN™ is our first brand designed with young Asian consumers in mind – the people who represent “Asia Rising.”
We’ve put together an amazing team at our Hong Kong headquarters, with colleagues in many other countries. It’s made up of both seasoned Levi’s® veterans and newcomers. This mix of “old and new” – so to speak – has collaborated to create something new and fresh, using knowledge and experience.
Together, they’ve taken the brand from just an idea…to something you can buy and wear. Later this month, dENiZEN™ jeanswear will be available – first in China, Korea and Singapore.
What can you expect?
Well, I promise our new brand will provide consumers with stylish, great fitting and affordable jeanswear. After all, it may be a new brand, but it was built and crafted by the company that invented blue jeans and that remains “the denim authority.” If you’ll pardon the pun, we’ve got “great genes.”
If you find yourself in one of our first markets soon, I hope you’ll check us out. Pick up a pair of dENiZEN™ jeans and you, too, can be a part of history.
Posted By: Terence Tsang, Senior Vice President, dENiZEN™ |
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lakshmikanth (not verified) - Sep 21 2010
HI Lakshmikanth here from Bangalore, India studying in New Horizon college. LEVI'S is an amazing brand and known for its denim jean. Personally im a great fan of LEVI'S and have lots of jeans in my wardrobe An event is coming soon to our college. Hope LEVI'S would sponsor.
Editor's note: Hi Lakshmikanth. Thanks for the kind words from Bangalore. I hope to travel there one day. As for your request, as you might imagine, we receive many such requests from around the world. As a result, we have to decline unsolicited requests for such sponsorships. I hope you understand. Still, I wish you the best of luck with your event.
Vedavyas (not verified) - Aug 30 2010
Nice post thanks
Tuan Khuu (not verified) - Aug 23 2010
Hi Terence, Congrats on the launch. I myself am a big Levi's fan and would not bee seen without it. I recently purchase two 10th year anniversary pair of Engineered jeans in London and personally owned over 20 pairs from 20 years of being a loyal customer. Currently I'm working for a retail store design company and I'd be super interested working with your new dENiZEN brand in China. Any chance you could hook me up? Thanks!
Editor's note: Hi Tuan. Thanks for your message -- and for your allegiance to our brands! I'll make sure the folks at dENiZEN™ see your comment.
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