According to Texwood Apple Jeans marketing controller, Queenie Ma, the campaign will include print ads, point of sale materials and promotional events.
She added that Texwood would differentiate itself from other jeans brands, such as Levi's, by focusing on jeans.
The website, developed by Market Catalyst, will target the 18 to 24-year-old segment.
It features a section called Texwood 'Jeans Expert'. Visitors to the section can enter personal details, such as waist and leg measurements, for fashion advice on which jeans suit them best.
Users will then receive an email inviting them to a Texwood outlet where that particular style of jeans will be reserved for them.
Texwood has also linked up with local pop star Daniel Chan for a talent hunt promotion called 'Texwood and Daniel Chan's denim love'to give female fans an opportunity to be featured in the celebrity's music video.
