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