Yet another collab in the works for Target. San Francisco-based denim outfit Levi Strauss & Co. will be launching a new diffusion line for the chicest-of-them-all mass market retailer beginning this summer, reports WWD.
Denzien, a collection of denim, tops, and bottoms targeted to the 18-28 year old demographic, will hit select Target stores and target.com come July, replacing the Signature by Levi Strauss & Co. brand now on the racks. While both brands retail between $20-$30, Denzien is younger and more trend-sensitive:
The brand originally launched in Asia last year as an entry-level price point jean targeted at the region’s emerging, fashion-hungry middle class.
The Signature collection will continue to be sold at competing mass retailers such as Wal-Mart and Kmart.
The Denzien line is just one of many fashion-forward moves Levi Strauss & Co. has made over the past year, most notably teaming up with tastemaking bi-coastal retailer Opening Ceremony on a denim collaboration, as well as collaborating with hot heritage brand Pendleton this past Fall.
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