Levi's 501 in global push

The fashion giant is hoping to maintain its popularity among teenagers so that they will become long-term customers.

Levi's 501 jeans were previously refreshed in 2003. This time, Levi's is adjusting the fitting of the jeans to have a slimmer straight leg and lower waist. Wearers are being encouraged to leave the first waist button open, referred to as a "button fly".

Levi's 501 jeans were introduced in 1937 when the brand was established with the purpose of being work clothes before later becoming casual wear. Today, the model contributes 25 per cent of Levi's annual sales.

Kevin Corning, general manager of Diethelm's fashion apparel division, admitted there was a risk the model could be perceived as old-fashioned by its target customers in the 18-25 age group.

Levi's leads the Bt5-billion Thai jeans market with a 50-per-cent share.

It is separating the Levi's 501 relaunch into three categories: limited edition, commercial and general. Prices are Bt5,590, Bt4,090 and Bt2,090-Bt2, 990 respectively.