Hermès isn’t the only name producing an entirely new brand for the Chinese market; Levis has just announced the opening of a shop in Shanghai for its ‘made-for-China’ brand dENIZEN. dENIZEN is marketed toward a wider range of Chinese consumers – the recent runway showed fashionable styles worn with boots and heels, not just casual t-shirts and sneaker. dENIZEN is a great way for a classic brand to revamp itself as hip and fashionable, but will the style be more important to the Chinese consumer than the recognizable brand name of Levis?