Skinny-leg denim trend remains popular in youth culture. Photo-artwork by Label Networks.
Levi Strauss announced that they will be expanding their Denizen line, which debuted in Asia in 2010, to the United States and Canada in an exclusive deal with Target in time for the fall back-to-school season.
John Anderson, president and CEO of Levi Strauss & Co. said, “Denizen%u2122 is the first brand we launched from the start as a global brand and we’re thrilled to expand it to new important markets. We started with a strong vision %u2013 a global jeans brand for a new generation %u2013 and we’re finding that the modern, stylish products resonate with consumers around the world.”
Levi’s Americana display from Project was one of the first on this tip in 2009. Photo by Label Networks.
Levi’s introduction of this collection which concentrates on fit and comfort at a lower price point targeting those that lead an active lifestyle, is part of a growing trend in denim towards capturing a younger demographic that’s into denim but has not necessarily been a part of the premium denim brand phase circa 2005-06. In many ways, this reflects what’s taking place in fashion with price points dropping to attract more savvy consumers who are spending more carefully on specific pieces, particularly denim and footwear.
In many of Label Networks reports on the shifts in the size of market of denim and youth culture, it’s clear that premium denim was not on the radar nearly as much as was often touted in fashion media. Premium denim’s main market focus has been consumers in their mid-30’s and usually males, whereas the larger size of market, even at lower price points, is much younger and among females as equally as males.
Denizen from Levi’s may just shake up the denim marketplace with its Target exclusive come Fall, 2011.
For more on changes in the denim industry and youth culture, check out our Spring Youth Culture Study 2011.