LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Sep 09 2011

Denizen™ 10...at One

In June of 2010 I was focused on making my way in the world as a musician. My band, 53a, was getting quite a few gigs here in Singapore and we were recording our first album. I was teaching music and also had a part time job as a DJ at a local radio station.

Then...I got a call about possibly becoming a brand ambassador for a new brand from Levi Strauss and Co. It sounded interesting and involved a free trip to Shanghai for the brand launch. After meeting with some of the Levi Strauss & Co. folks for coffee at Starbucks one afternoon, I was sold on the idea.

They told me that the new brand was going to be available in Singapore, China, Korea and parts of India, and that they wanted 10 young people from those countries to act as models for the launch and to chronicle their involvement with the brand through social media for 100 days.  I was excited about the chance to travel to Shanghai, meet some interesting people from around Asia and, of course, get on stage and have some fun.Sara Wee

A few days later I got the call: They wanted me on the team.

When we arrived in Shanghai, I met nine other very interesting people who had also been chosen as brand ambassadors. Dancers, writers, artists, bloggers and others just starting their business careers.

We learned the name of the brand, dENiZEN™ and got our first outfits. The jeans fit great!  The dENiZEN™ 10, as we were called, hit it off, and the launch event was a blast. Pictures of my D 10 colleagues and me appeared in the media all around the world.

Hard to believe an entire year has now passed. After the Shanghai event, I was able to get my entire band outfitted in dENiZEN™ jeanswear. The guys love it and we often times call dENiZEN™ out at our gigs. I got to be on stage for the Singapore launch, 53a played at an outdoor dENiZEN festival a few months back and we just played at Levi Strauss & Co. party in August. I am busier than ever and love to slip on my dENiZEN™ jeans whenever I can.

It is really cool to see that dENiZEN™ has grown here in Singapore and has recently launched in Mexico and the USA as well. Hard to believe that I was part of the birth of the brand.

I love to keep up with the rest of the dENiZEN™ 10 and make sure that my 2000 plus FaceBook friends know the dENiZEN™ is my favorite. Happy 1st birthday dENiZEN™!

Posted By: Sara Wee, Denizen™ 10

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