Nice. I have some Denizen brand Levi's from a year ago, that have a very obviously rubberized label, but it no longer exists as a sub-brand.
The jeans I ~~bought~~ am returning were under $50 for a men's pair on Amazon. https://www.amazon.com/gp/product/B00MGBIVR0/ref=oh_aui_detailpage_o01_s01?ie=UTF8&psc=1
I'm kind of surprised that this is price on their 'premium line'.