At the start of the 90s Levis were the most sought after name in Jeans, with people clambering to buy their pair of denim's with the world famous red label at the back pocket but they are not the kings of jeans they used to be, with competition from brands such as Diesel and H & M. Levis CEO John Anderson came to Israel for the launch of a new women's line and used the opportunity to confirm that Levis is still a success story in Israel. Anderson said Levi's business is growing in Israel, where it is the No. 1 jeans brand, with sales doubling in the past four years. "We feel very confident in the Israeli consumer. I think they are very fashion-aware, very brand conscious," he said. Levis are feeling the strains on the world economy with increasing prices from China, Anderson said Levi Strauss is not as reliant on China as other clothing companies since it also produces in Mexico, Pakistan, Poland and Turkey.
