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Yahoo! My Yahoo! Mail More Yahoo! Services Account Options New User? Sign Up Sign In Help Yahoo! Search web search Home Singapore Asia Pacific World Business Entertainment Sports Technology Australia China India Indonesia Japan Malaysia Philippines Thailand Vietnam Levi's new brand targets Asia's middle class youth AFP - Thursday, August 19 Send IM Story Print Levi's new brand targets Asia's middle class youth SHANGHAI (AFP) - – US jeanswear company Levi Strauss and Co launched a new brand aimed at Asia on Wednesday, in a grab for a share of the growing market of middle class youth from Hyderabad to Shanghai. The new brand, "dENiZEN", goes on sale in China, Singapore and South Korea this month before expanding to India and across the continent, said Terence Tsang, the Levi Strauss vice president in charge of the brand. "In the last few years we've seen a new group of consumers. These consumers are part of the rapidly growing middle class in developing countries," said Aaron Boey, president of Levi's Asia Pacific division. "These consumers are enjoying and experiencing a new quality of life that wasn't available to them before." The launch in Shanghai, "the fashion hub of China", marked the first time Levi's has moved outside the United States for the global launch of a brand, Tsang said. The brand's designers and marketers will be based in Hong Kong. At 40 to 60 dollars an item, the line will sell at lower prices than traditional Levi's clothes, which start at around 75 dollars in China, Tsang said. The brand aims to open up a new segment below the Levi's main line, which is sold in more than 500 outlets in China, he added. The collection, which features jeans, checkered flannel shirts and pink t-shirts printed with "Chase Your Dream", was modelled by ten male and female bloggers chosen based on their "digital footprints", Tsang said. The ten brand ambassadors struck awkward poses and filmed and photographed the audience from the runway at the launch event. They will publish content about the brand on social media for 100 days as part of the launch campaign, Tsang said. Many of the posts on their Twitter feed from Shanghai, however, remarked on how difficult it was to post to Facebook and other social media sites because they were blocked by China's "Great Firewall" system of Internet censorship. Recommend Send IM Story Print Related Articles U.N. secures more Pakistan flood relief funds Reuters - 1 hour 7 minutes ago Aid begins to flow to flood-ravaged Pakistan AFP - 1 hour 13 minutes ago More than 60 missing in latest China mudslides AFP - 1 hour 44 minutes ago China warns U.S. military report threatens ties Reuters - 2 hours 7 minutes ago US to support UN's Myanmar war crimes inquiry: official AFP - 2 hours 41 minutes ago News Search Top Stories Michael Douglas cancer fight, halts Hong Kong trip Most US students think Beethoven is a dog US must support flagging housing market: Geithner S.Korea archaeologists uncover 7,000-year-old oar German investment sentiment slumps More Top Stories » ADVERTISEMENT Most Popular Most Viewed Most Recommended Most US students think Beethoven is a dog S.Korea archaeologists uncover 7,000-year-old oar Michael Douglas cancer fight, halts Hong Kong trip Tearful German pop star confesses in HIV trial Court blocks California gay marriage More Most Viewed » Obama endorses mosque plan near Ground Zero 40 US billionaires pledge half wealth to charity Visitors attack Taiwan 'haunted house' actors Calcium supplements linked to heart attacks: study Massive ice island breaks off Greenland glacier More Most Recommended » Elsewhere on Yahoo! Financial news on Yahoo! Finance Stars and latest movies Best travel destinations More on Yahoo! News Home Singapore Asia Pacific World Business Entertainment Sports Technology Subscribe to our news feeds Top StoriesMy Yahoo!RSS » More news feeds | What are news feeds? Also on Yahoo! Answers Groups Mail Messenger Mobile Travel Finance Movies Sports Games » All Yahoo! Services Site Highlights Singapore Full Coverage Most Popular Asia Entertainment Photos World Cup 2010 Copyright © 2010 Yahoo! Southeast Asia Pte. Ltd. (Co. Reg. No. 199700735D). All Rights Reserved. Terms of Service | Privacy Policy | Community | Intellectual Property Rights Policy | Help

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