Levi Strauss & Co. rolls-out newest brand dENiZEN

Levi Strauss & Co. announced the national rollout of its newest brand, dENiZEN across India. The company chose to expand the brand's reach following a successful pilot in Karnataka. As part of the rollout, the company launched the dENiZEN„¢ 8, an innovative pan-India social media project involving eight real people with personalities that express the brand's style and energy.

dENiZEN„¢ is positioned at the mass jeanswear segment, which is the largest segment for jeanswear in India. The brand was crafted by Levi Strauss & Co. with global insights, fit knowledge and retail practices, sporting a new distinct logo that perfectly complements the brand's youthful identity. In addition to its stylish looks and perfect fitting jeans, dENiZEN„¢ promises an enhanced retail experience for the consumer.

"In keeping with the aspirational desires of the Indian youth who increasingly identify with global trends, dENiZEN„¢ seeks to "fit out' the consumer in truly globally-styled jeanswear with a world-class brand identity and retail experience," said Sanjay Purohit, MD, Levi Strauss India. "We have launched several initiatives to make consumers strongly identify with the brand, including the appointment of youth icon Imran Khan as brand ambassador for dENiZEN„¢."

To connect with the new generation of consumers who have inspired the development of the dENiZEN„¢ brand, the brand launched dENiZEN„¢ 8, a group of "ambassadors' who represent the spirit of the dENiZEN„¢ brand. They will share their experiences of the new brand on various social media channels over the next 100 days ' as well as their thoughts on various life themes that speak to the new generation.

Targeted at the upwardly mobile youth aged between 18-28, the dENiZEN„¢ Spring-Summer line is now available at 250 exclusive dENiZEN „¢ stores and several thousand multi-brand outlets in India.

The dENiZEN„¢ collection offers affordable prices, ranging from Rs. 799 onwards. The collection includes a large variety of casual tops, shirts and perfect-fitting jeans. dENiZEN„¢ is replacing its predecessor Levi Strauss Signature® across all markets in India.