Levi's Creates Denizen Brand for Emerging

Markets Like China

Levi's First Brand Created Outside the U.S. Is Promoted
With a Pan-Asian Social-media Campaign

Denizen is one of the famous label launched by Levis in 2000. Levis creative and innovative styles are
also reflected in Denizen menswear. Recently Denizen has launched its Key Looks Catalogue for
Fall/Winter Collection 2011. In this collection menswear specially stylish jeans, jackets, unique graphic t-
shirts and sweaters for winters are included. Denizen claimed that they are the best fitting jeans
available in market. DENiZEN by Levis latest winter collection is available at one of the famous store
named HKB located in Gulberg and Defence, Lahore. Lets have a look at Denizen latest winter collection
for men 2011..
Overview:
dENiZEN means inhabitant: belonging to a community of family and friends. Denim is in the name,
the heart of the brand. We inhabit the lives of the youth generation by inviting them to fit out and start
up something collectively, pursue their passion, take action and celebrate life by making a difference.
Created by the people who invented jeans, dENiZEN from Levis makes a range of perfect fitting
jeanswear for a new generation that's ready to embrace life.
dENiZEN from Levis, was created by original jeansmaker Levi Strauss & Co. Since 1873, Levi Strauss &
Co. has been outfitting the world in denim. Now, its dENiZEN brand is outfitting a new generation with
high-quality jeanswear and other fashion essentials at affordable prices.
dENiZEN is aspirational and trusted because it comes from the people who invented jeans. The
dENiZEN brand also has a modern focus and offers a range of perfect fitting jeanswear for the
generation who are optimistic and are ready to embrace life
We are Outfitters for a Bright Future
- See more at: http://www.pakreviews.com/clothing-footwear/denizen%E2%84%A2-
pakistan#sthash.aABGc6sy.dpuf

PREMIUM QUALITY AND STYLE THAT FITS.
FROM THE PEOPLE WHO INVENTED JEANS.
Since 1873, Levi Strauss & Co. has outfitted the world in denim. We launched the DENIZEN brand in
2011 in the US and we launched in Canada in 2013 to provide great-fitting, great-looking, well-made
jeans exclusively at Target and Target.com.
Denizen means inhabitant: belonging to a community of family and friends. Denim is in our name, at the
heart of our brand. DENIZEN jeans come in a variety of fits and styles for todays active families. They
offer remarkable value so everyone can look and feel fantastic. And they promise the quality
craftsmanship and authentic style that Levi Strauss & Co. is famous for.
PREMIUM FABRIC & FINISHES
DENIZEN jeans are sewn from premium quality denim for exceptional durability, then carefully detailed
with vintage-inspired finishes leaving you with a one-of-a-kind pair that lasts.

From side-seams to durable reinforced stitching, every inch of thread counts toward making jeans that
stand the test of time. Metal rivets add extra strength by reinforcing corners. And years of perfecting
our patterns means you can always count on the best jeans fit.
MINIMIZING OUR ENVIRONMENTAL FOOTPRINT
Environmental responsibility is serious business at the DENIZEN brand. Our green practices include:
Using recycled paper for all paper packaging and reducing overall packaging.
Working with suppliers to meet and adhere to our strict wastewater guidelines, pollution
prevention, and waste management policies.
Using Better Cotton in our fabrics, to decrease negative environmental impacts and helps
improve the lives of the 300 million people who work in cotton agriculture worldwide.
To learn more about our values, visit the Levi Strauss & Co. corporate website.
LOVE YOUR JEANS AND YOUR PLANET
Want to save resources and extend the life of your jeans? Its as simple as washing them in cold water,
using environmentally friendly detergents, and drying your jeans in the open air rather than a machine.


JWT AND dENiZEN LAUNCH FIRST-OF-ITS-KIND YOUTH CAMPAIGN
17 February 2012
HONG KONG, February 10, 2012 dENiZEN, the denim brand for the new generation
from Levi Strauss & Co. joined forces with JWT Hong Kong and Shanghai to present a first-of-
its-kind online reality series which fuses two passions of todays youth: travel and design.
The We Are Explorers campaign will send six young dENiZEN Explorers from five
different countries on all-expenses paid trips to exotic destinations this March and April in search
of inspiration for a future range of dENiZEN jeans.
Selected through an international casting call, the dENiZEN Explorers will take part in a life-
changing adventure, paired up with a fellow Explorer from another country, and sent to either
India, Mexico or China. The Explorers will then embark on a travel itinerary packed with
adventures, sightseeing, parties and most importantly, a series of challenges centered around
creating new styles of denim based on their experiences.
Highlights include seeing one of the Seven Wonders of the World, parachuting onto a beach
paradise in Playa del Carmen, learning to do Henna designs in Goa, tracking down the latest
outfits from the Imran Khan dENiZEN Co-Creation line in Mumbai , and working with
Mongolian archers to create bespoke jeans.
Their journeys will be chronicled online by a video team and by the Explorers themselves, who
will blog about their experiences and new denim creations as they go. The journey will be shared
with viewers across the world who can also take part in consumer contests to win exciting prizes,
including the chance to win a trip of their own to explore a foreign culture and share their own
inspired denim creations.
The concept for this online-driven reality series was created by JWT Hong Kong, JWT Shanghai
and Levi Strauss & Co. to empower global youth to step outside their comfort zone, be
courageous and overcome various differences and challenges to make new friends, and work
together to start something new.
Youths today want to get out there and create something of their own, and meet new people
from around the world. This is an exciting journey which encourages young people to break out,
explore and start something new which is exactly what dENiZEN stands for, said Yeo
Yang, Chief Creative Officer, JWT Shanghai.
We decided to bring young people together on a journey that instills courage enabling them to
explore new horizons and also express their creativity. With young people across the world
digitally-connected, we want this campaign to be as inclusive and inspiring as our dENiZEN
brand jeanswear products. said Lance Diaresco, Vice President, Marketing, Global
dENiZEN.
In 2011, JWT Hong Kong and Shanghai worked with Levi Strauss & Co. to create the
dENiZEN Fit Out, Start Up global brand message, launching a series of digital and print ads
designed to motivate youth to express themselves and make a positive statement about their
lives.
dENiZEN We Are Explorers will be filmed in China, Mexico and India, and will be aired
online as a series of episodes between March and April.

About JWT APAC
JWT opened their first offices in Asia Pacific in 1929. JWT APAC, headquartered in Singapore,
has more than 3,000 employees spread across 18 countries.
Not only are we recognized as one of the largest and most experienced agencies in APAC, but
also one of the most creative. In 2011, we captured Mainland Chinas first Cannes Grand Prix
Lion and first Grand LIA at the London International Awards. We were also named the number
3 Network Agency of the Year at Spikes Asia. Our long history of firsts continues with Lo
Sheung Yan, China Chairman and Northeast Asia ECD, being appointed as Cannes Lions first
ever Jury President from China.
In addition to working with JWTs prestigious multinational clients, JWT APAC works with
some of Asias largest brands including Haier, Indosat, Bharti Airtel and Korea Ginseng &
Tobacco.
About JWT
JWT is the worlds best-known marketing communications brand. Headquartered in New York,
JWT is a true global network with more than 200 offices in over 90 countries employing nearly
10,000 marketing professionals.
JWT consistently ranks among the top agency networks in the world and continues its dominant
presence in the industry by staying on the leading edgefrom producing the first-ever TV
commercial in 1939 to developing award-winning branded content for brands such as Smirnoff,
Macys, Ford and HSBC.
JWTs pioneering spirit enables the agency to forge deep relationships with clients including
Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kelloggs,
Kimberly-Clark, Kraft, Nestl, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever,
Vodafone and many others. JWTs parent company is WPP (NASDAQ: WPPGY).


About dENiZEN
In 2010, Levi Strauss & Co. launched dENiZEN in Asia the first brand launched outside of
the United States. Denizen means inhabitant and belonging to a community of friends and
family. Denim is in the name, the heart of the dENiZEN brand.
The dENiZEN collection is designed with the standards of construction and craftsmanship that
have made Levi Strauss & Co. famous around the world. dENiZEN is outfitting a new
generation of upwardly mobile youth with great fitting, quality jeanswear and other fashion
essentials at affordable prices. The brand is currently available in China, India, Pakistan,
Singapore, South Korea, Mexico and the United States. Visit www.denizen.com to learn more.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the worlds largest brand-name apparel companies and a global
leader in jeanswear. The company designs and markets jeans, casual wear and related accessories
for men, women and children under the Levis, Dockers, Signature by Levi Strauss & Co.,
and dENiZENTM brands. Its products are sold in more than 110 countries worldwide through a
combination of chain retailers, department stores, online sites, and franchised and company-
owned stores. As of August 28, 2011, the company operated 499 stores within 31 countries. Levi
Strauss & Co.s reported fiscal 2010 net revenues were $4.4 billion. For more information, go to
http://levistrauss.com.


HONG KONG (AdAgeChina.com) -- To reach teens and young adults in emerging markets at a price point
they can afford, Levi Strauss & Co. has launched Denizen, the American jeanswear company's first brand
to make its debut outside the U.S.
Levi's says Denizen clothes will be stylish, well-made and comfortable, but much cheaper than
the company's flagship brand. A pair of Denizen jeans, for instance, sells for about $45 -- about
half the cost of a pair of premium-price Levi's -- putting it within grasp of 18-to-28-year-old
consumers outside North America and Europe. The brand will compete against retailers such as
Hong Kong-based Giordano and Japan's Uniqlo.
"We've realized a new consumer has emerged, status-seekers in rapidly-emerging middle classes.
This is primarily a developing-market phenomenon; they exist outside the U.S. in markets like
China, India, Indonesia, Mexico and Brazil," said Aaron Boey, Levi's Singapore-based president,
Asia/Pacific.
"Their numbers have escalated over the years, so we realized we need a
new brand property to serve these young people with great quality and a great fit but a more accessible
price point," Mr. Boey said.
Denizen will eventually be sold worldwide, primarily in developing countries in Latin America
and Africa, but was largely created by and for Asia, at least initially.
The brand is headquartered in Hong Kong and was unveiled last week in mainland China
"because the biggest potential is in China," Mr. Boey said.
Besides key markets in eastern China like Shanghai, Denizen jeans, tops and accessories will
also be sold in Singapore and South Korea in about 50 standalone retail stores opening across
those markets by the end of 2010, as well as in branded shops in department stores. Levi's is
testing the brand in some southern states in India and plans to roll it out in the rest of China,
including Hong Kong.
Denizen clothes will not be sold in Levi's stores, but the company isn't hiding the brand's
parentage. Labels and packaging indicate the brand is from Levi's.
Chinese artist Yan Wei, one of the 'Denizen 10' The name -- which Levi's writes dENiZEN -- combines the
first three letters of "denim" with "zen," a word with Japanese and Chinese roots that means
"meditative state" or an "escape from the hustle and bustle of everyday life," Mr. Boey said.
"Denizen also means a place where someone lives, and these consumers are still very connected
to communities in which they grew up and place a lot of emphasis on belonging. Family and
friends still important."
To market the brand, Levi's has created a pan-Asian social-media project featuring 10 well-
known personalities based in Singapore, China, Hong Kong, South Korea and India such as
fashion blogger Ditto Ding and artist Yan Wei. Over the next 100 days, the brand ambassadors,
called the Denizen 10, will share their experiences and response to Denizen on their personal
blogs, Facebook pages and websites.
Wieden & Kennedy, Shanghai, helped develop the campaign in China, but no other agencies
have been appointed in the rest of the region, Mr. Boey said. "We're focusing on retail-marketing
activities and social media now."
UPDATE: Levi Strauss announced on Aug. 26, 2010 that Havas-owned MPG has been
appointed to handle media strategy, planning and buying for its Denizen brand in China.