INDONESIAN PRODUCT: LEA, FOREVER IN STYLE

LEA jeans, picture by: www.twitter.com

Amid the development of the world fashion style, the existence of jeans becomes more popular. Jeans that was originally only used by workers such as cowboys, laborers, and lumberman in America, eventually turned into casual clothes worn by many people, including in Indonesia. Even after World War II, young people all over the world make jeans as a symbol of new life style that is free and casual. This was an opportunity taken by the owner of the LEA, a jean originally made-in Indonesia, that then worked hard to take a specific market segment of those who have known the first American-made jeans, Levi's.

If we see the spelling and advertising of LEA, perhaps we do not think that LEA is a native Indonesian product. The use of American symbols such as cowboy in the advertising of LEA often brings a misperception that LEA is an American-made.

LEA is an apparel trademark of PT Indonesia Lea Sanent, the main producer in the form of jeans. Seeing the trend of Indonesian society that mostly like the overseas brand, the company tried to use the trademark LEA as one of the attractions in sales. It is proven that many Indonesian people do not realize that LEA is made by their own country. LEA’s good quality supported by good design makes these jeans can be accepted in foreign countries. Now, LEA is exported to some foreign countries.