Levis Signature brand to be phased out with launch of deNiZEN

Mumbai, May 12 (PTI) Levi Strauss (Levis), a global leader in premium denim-wear, plans to gradually phase-out its ''Signature'' brand even as it launches ''deNiZEN'', a brand targetted at the youth and mass segment, a top company official said.The American jeans company had in 2007 launched Signature to compete with denim retailers in the value segment, such as Lee, Trigger, NewPort and Pepe at prices starting at Rs 699 upwards."We have launched Denizen targetting the age group 15-25 years. ...