Levi Strauss (India) Pvt Ltd, the popular jeans and casual wear manufacturer, is all set to launch a new modified version of the first invented Levi’s jeans as the puja-special product in Kolkata.
The first jeans invented by Levi Strauss and his partner, Jacob Davis, in 1873 is popularly called 501.
Levi’s 501 is the most worn jeans in the world. It has earned this reputation as it fits the body perfectly, Shyam Sukramani, marketing head of the company, told FE.
The latest edition of this straight leg, button-fly jeans has been updated with slimmer legs, he said. But the folds of the original fit have been retained, he told FE.
In addition, changes also include premium construction details like heftier belt loops and an easier-to-use watch pocket, printed pocket bags marked with the original guarantee label, busted side seams, most durable thread and original Cone denim.
The modification has been done keeping in mind the contemporary relevant fit, he said.
The 501 has a global appeal, so the product is going to be launched in 110 countries worldwide at the same time.
Priced at Rs 2,900 and upward, it targets the young crowd. The new version jeans is a midweight product, weighing about 11-12 ounces per square yard, he said.