Levi Strauss & Co has 'relaunched' the Dockers brand in India with 'never-iron' 100 office-wear cotton pants.
India is the only country outside the United States to launch these pants, and release the 'Dress to Live' commercial simultaneosly with the US, Country Manager of Levi Strauss India, Shumone Jaya Chatterjee, told reporters in Bangalore.
According to him, Dockers brand was sought to be sold by Levi Strauss last year. Though there were a 'lot of buyers', the company didn't get the 'right one'. Meanwhile, things started turning around dramatically for the company in the US and other markets, and it was decided to retain the brand, he added.
"We are treating never-iron pants as relaunch of Dockers brand in India," Chatterjee said.
Priced at Rs 2,199, these trousers are engineered with a proprietary fabric and would be available in India from June 10, company officials said.
They said Dockers holds exclusive rights to never-iron technology in pants through 2006.