The Levis store at the Kalyani Square rocked with music and celebrations last Friday. The occasion was the 158th anniversary of the existence of the blue jean. And it was being celebrated simultaneously in all stores across India.
The company's exclusive store in the city could not lag behind and joined the celebrations with the cutting of a cake in the shape of a blue jean. The mood was festive as the store was decorated with balloons, disco lights and “happy birthday” song being played in the stereo. Customers were treated with chocolates and a board was kept for the shoppers' comments. “Levi's always rock!”, read a comment, appropriate for the occasion, attended by many holders of the loop card, a special card for the customers valid across all stores.
As the exclusive store in the city, it sells a wide range of clothing for men and women, apart from accessories like bags, belts, caps and glasses. “Customers have a wide choice to shop from,” beamed Mr. Murali Krishnan, Managing Director, Kalyani Associates.
“Levi's is 100 per cent cotton and is breathable”, chipped in the showroom manager Mr. Maheshwaran. He said most women in Madurai still do not wear jeans, but men's apparels are going great. However, he added, "every youngster who works and earns, prefers wearing branded clothing. We teach and train fashion.”
History holds that on May 20, 1873, Bavarian immigrant Levi Strauss and his partner Jacob Davis introduced the world's first blue jeans, which turned into the most iconic American clothing brand. Now, Levi Strauss & Co. is one of the world's largest branded apparel companies and a global leader in Jeanswear, marketing its products in more than 110 countries. Levi's jeans have become the most recognizable and imitated clothing in the world.
Published - May 25, 2011 04:59 pm IST
