Two years after launching an exclusive denim brand in Asia, dENiZEN, Levi-Stauss has taken the low-cost denim line to China, India, Mexico, Pakistan, Singapore and last year to the United States (via an exclusive deal with Target) — but now it's phasing out the brand beyond North America in order to promote its core brands.
According to a statement provided by the company,
"Across our company, we are focused on driving profitable growth. We made the strategic decision to phase out the Denizen® brand from Asia and focus our resources behind growing the Levi’s® brand in this market. We’re working with our franchisee partners for a smooth transition and we’ll phase it out over the next twelve months. We are committed to Asia and will continue to serve consumers in Asia through our Levi’s® and Dockers® brands. We’re continuing Denizen in the North America in Target, where we’re currently in more than 1,700 US stores and expanding to Canada."
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