LS&Co. Unzipped
Jan 12 2011
Destined for Denizen
Editor’s note: The folks behind last year’s launch of Denizen, Levi Strauss & Co.’s new brand, brought in ten “ambassadors” to spread the word. They were the “Denizen 10.” One of them, Bright Raj, has a fun story to tell about the experience…
Looking back, I don’t think anything happened by chance.
My affair with Levi Strauss began when I was in design school in Chennai, on the Southeast coast of India, where I grew up. I remember spending a couple of sleepless nights digging up the history of Levi Strauss & Co. for a presentation I had to give. Little did I know that I would later be closely associated with the company.
Even more than that connection, I have a very personal link to Levi’s®. I was overweight for a long period of time. I promised myself that if I lost weight weight, I would buy myself a new pair of jeans – Levi's®, of course. That was seven years ago. And I’ve kept those jeans in perfect condition.
This year, I received a call from a friend, saying that the company was looking for a social media brand ambassador for its new brand, Denizen, to be launched in Asia.
It felt like a long shot, but I applied. And to my surprise, they contacted me, saying that they liked my profile. From that moment on, it has been a whirlwind.
When the news came, I frantically applied for my China visa and, luckily, was able to get it. Then I flew to Shanghai. There, I met my nine fellow Denizen brand ambassadors – we were the “Denizen 10” – each pretty amazing in unique ways.
The two days we spent in Shanghai, getting to know each other and promoting the brand through event after event, felt like a dream, but it wasn’t. The gargantuan significance of the whole experience dawned on me only when I returned to Bangalore.
The 10 of us were involved with the brand for 100 days, and it was an exciting time. To see my pictures in media outlets like the Washington Post, Los Angeles Times, CNN and countless others was overwhelming.
I was selected to be one of “the 10” not because I had long legs up to my neck or washboard abs. I believe it was because I was gloriously perfect with my imperfections. The whole Denizen launch trip was a big feel-good factor for me, and I wish everyone could fall in love with themselves like I did.
Making new friends along the Denizen journey was certainly one of the highlights. And every time I meet someone, they always ask me about the brand.
Even now, with the launch behind us, my Denizen experience isn’t over. Many amazing things have followed. Through me, people were able to get to know the brand, and my friends will always associate the brand – which they’ve come to love – with me.
I signed a deal to be one of the “Denizen 10” social media ambassadors for only for short period of time. But given my long history with Levi Strauss & Co., I can tell you that I will be a Denizen ambassador for life.
Posted By: Bright Raj, "Denizen 10" Brand Ambassador |
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Tags: dENiZEN™ |
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Celica Santos (not verified) - Mar 27 2011
Wow! I'd like this story, it was a dream come true,,,,, stars shines far, yet reaches you so near!, I hope I will be given the same chance like these, be an ambassador of this brand, who had also same vision like me, --- W"e are here on this earth not just to learn and explore, but to help and reach other peoples' hand who where in need."
Enter Your Name (not verified) - Feb 03 2011
i like new name of denizen, i am waiting...
mordechai (not verified) - Jan 14 2011
beautiful story, thank you for sharing Bright!
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