Jeans giant Levi Strauss & Co is to expand its low cost Denizen brand to the US and Mexico this summer, one year after the label was launched in Asia.
Discount retailer Target will sell the line for men, women and kids in the US, while distribution will be extended to various retailers in Mexico.
“Denizen is the first brand we launched from the start as a global brand and we’re thrilled to expand it to new important markets,” John Anderson, president and CEO of Levi Strauss & Co, said.
“We started with a strong vision—a global jeans brand for a new generation—and we’re finding that the modern, stylish products resonate with consumers around the world.”
He added: “We believe the Denizen brand will resonate strongly with the Target shoppers.”
With its global headquarters in Hong Kong, Denizen is the first brand from Levi Strauss & Co to debut outside of the US. The line includes jeans, tops and accessories and was launched in China last August.
It recently started selling in Pakistan and is currently rolling out nationally in India and China. In Pakistan and India, products are sold at franchised retail stores and in department stores.
Denizen joins the company’s other affordable product line—Signature by Levi Strauss & Co—in the US and Canada. The San Francisco-based firm says it will continue to sell the Signature range in other mass channel retailers such as Walmart, Kmart, Shopko and Meijer stores.
