Retail in Asia

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Levi’s seeks to clothe youthful denizens in India

After a launch in Shanghai last week, Levi Strauss & Co will test Indian waters for its spanking new brand, Denizen. "We will be pilot testing Denizen in Karnataka," said Aaron Boey, President, Levi Strauss &Co, Asia Pacific Division. If the response is good, one can expect full-fledged Denizen stores as Levi’s officials say this brand will not be retailed in Levi’s stores but will have its own stores.

Boey, along with Levi’s global CEO, John Anderson, was in New Delhi to launch Curve ID – Levi’s new solution for women’s fitting issues with jeans.