Levi Strauss to phase out Denizen brand from Asia

US Garments major Levi Strauss & Co plans to phase out its Denizen brand from Asia, including India, over the next twelve months in order to focus on growing its core Levi’s brand.

The general manager of Levi Strauss & Co Sanjay Purohit, said on Saturday that this is a strategic decision to focus on driving profitable growth.

Denizen currently operates in India through a network of 272 stores in cooperation with franchisee partners. Levi Strauss & Co will work closely with its trade partners to ensure a smooth transition at this time, Purohit said.

“We made the strategic decision to phase out the Denizen brand in order to focus on growing the core Levi’s brand. We value the relationship with our employees and business partners and recognize their contributions toward Denizen,” Sanjay Purohit said.

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