Levi's Launches dENIZEN in China - NBC New York
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Levi's Launches dENIZEN in China



    Capitalizing on China's one-billion strong consumer base, the country's arguably most "American" brand is launching a new global concept line of denim focused on China called dENIZEN.

    According to a story in the New York Times, the unisex dENIZEN will be targeted to the broadly rising market of younger middle-class shoppers, and will include a rotating selection of denim jeans in more contemporary, reinvented takes on the classic Levis styles.

    The new line will retail between roughly $40-$60 in the growing retail environment in Shanghai, and will subsequently expand to Singapore and South Korea (wildly popular South Korean pop star and actor Jay Park stars in the Korean ad campaign, promising healthy sales there). .