Levi Strauss will phase out the Denizen brand from Asia, including India, over the next 12 months.

The decision was made by the company to focus on driving profitable growth and on growing its core Levi’s brand.

In India, Denizen operates 272 stores in cooperation with franchise partners. Levi Strauss will work closely with its trade partners to ensure a smooth transition during this time.

“Across our company, we are focused on providing our consumers with great products, driving growth and innovation,” said Sanjay Purohit, GM of India for Levi Strauss & Co.

“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 recognise their contributions toward Denizen.”

Purohit says Levi Strauss remains committed to the Indian market and will continue to build consumer’s connection to the Levi’s brand.

Levi Strauss has sold Levi’s clothing in India for more than 18 years. Its products are available through exclusive Levi’s brand stores and multi-brand stores in 200 cities across the country. The company’s main office is in Bangalore and it has additional offices in Kolkatta, Mumbai and Delhi.

Levi Strauss designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s, Dockers, Signature by Levi Strauss & Co and Denizen brands.

Denizen was launched in Asia in 2010 and is currently available in China, India, Pakistan, Singapore, Mexico and the US.

GB