Inhabiting Asia

Levi Strauss & Co. has launched a new brand that currently can only be found outside of the United States. The San Francisco–based company’s new label, called Denizen, is geared for the 18- to 28-year-old consumer looking for jeans at an affordable price. The line is launching for fall 2010 in China and will be marketed to Asian consumers shopping in Denizen standalone retail stores in China, South Korea and Singapore. The collection not only has a wide selection of blue jeans but also tops and accessories for men and women. Global headquarters for the new brand will be located in Hong Kong.