Levi's holds gathering in Semarang

Levi's holds gathering in Semarang

SEMARANG: Jeans producer Levi's is to launch a new product on May
branded as Levi's 501 The Original Reborn, PT Levi Strauss
Indonesia country manager Ramon Martellino said here over the
weekend.

Speaking on the sidelines of a press tour organized by the
company at Losari, Semarang regency, Central Java, Ramon said the
company had sold over 3.5 billion pairs of jeans. The brand was
first produced in 1873.

"To fit in with modern trends, the 501 series is now modified
with a lower cut on the waist, looser on the hip, and straighter
on the legs," he said.

Company brand and marketing leader Devi Ariyani said that the
products so far were sold at Rp 209,000 a pair for the cheapest
and Rp 1.3 million a pair for the most expensive.

The 501 series is produced in 108 different sizes and 20
different materials worldwide. The products have been marketed in
over 100 countries, 14 of them in Asia.

Asked about the existence of fake Levi's products in the
country, Ramon said that that was part of the risk that a company
should take. "But we are confident that jeans lovers will feel
prouder wearing the original product," Ramon said. -- JP