Levi Strauss & Co., the disseminator of the classic American culture, will launch a new brand in China this summer, the first brand released on foreign land to welcome the arrival of the mainstream Chinese consumer groups.

The San Francisco based denim company has made ambitious plans based on its huge brand new home market, which will increase the number of stores in China from 20 this year to 1000 by 2015.

Levi Strauss does not want to disclose the name of the brand (its price may be slightly lower than that of the traditional Levi's, which is called Standard within the company), but it says its name will be in English and has obvious Levi's ancestry.