Who said that a high quality denim is only produced in the USA? Indonesia has to be proud with the existence of Lea Jeans in this country. Because the local product made by PT Lea Sanent in 1972 has successfully tricked consumer’s paradigm which once thought this brand comes from foreign country. Are you one of them? Yup, the name of Lea itself came from the name of the sister of PT Lea Sanent’s director, Leo Sandjaja. Although it was produced in 1972, Lea had ever been registered in 1976 and started from T-shirt and garment production. The denim production started between the year of 1978 and 1979 by Leo’s father, cooperated with Singapore. At that moment, American product was favored by many people in Indonesia. That’s why Lea produced American-style denim which now known as the identity of this brand. Lea itself has made various fashion products that are not only for men, but also women (Lea Ladies) and kids (Lea Toddler).
The success keys of Lea Jeans to compete with other similar products are good product and rational pricing. With the factory located in Tangerang, high quality products are made with local raw material that is especially ordered and only some accessories are imported, such as button, zipper, and label. For rational pricing aspect, PT Lea Sanent has their own factory and laundry so the production cost can be controlled. The selling process happened through their own network, department store, and local jeans store. As time goes by, Lea built their own store in 1990s when the monetary crisis. But Lea could even evolve at that time! Now, you cannot only find Lea in 34 outlets in Indonesia, but also in foreign countries such as Dubai, Korea, and Hongkong. Lea is also the benchmarks of similar products on the market. If this brand increases the price, other brands will also do it. Amazing!