Levi Strauss & Co., U.S. Jeans maker launched a new low priced global Levis brand aimed at the Asia, specifically China. The new brand of jean is called the "dENIZEN" is aimed at young consumers.
Trivia:-
dENIZEN is the first brand in the company's long history to make a global debut in Asia, and to be launched outside the U.S. dENiZEN, the brand name, means "inhabitant" and echoes of the words denim, citizen and netizen.
Bytes:-
Levi Strauss was founded in 1853 by a German-Jewish immigrant to the U.S. On May 20, 1873, the company received U.S. Patent No.139,121 for the process of putting rivets in pants for strength. The two-horse brand design was first used in 1886, and the red tab attached to the left rear pocket was created in 1936.
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