LS&Co. Unzipped
Mar 13 2013
On Top of the World
Even in one of the most remote parts of the world, the power of the Levi’s® brand is clear. Read on, and you'll see what I mean.
Packing -- and, later, wearing -- a toasty Levi’s® down jacket from Japan (1999 Alaska Range), Raju Vrm, Levi’s® Commercial Operations for South Africa, made company history in Tanzania.
After completing the 42.2km Kilimanjaro marathon on March 3, a mean feat in and of itself, Raju took off the next day to conquer the tallest freestanding mountain in the world, Mount Kilimanjaro -- or “Kili@5895 meters ” as it’s affectionately known. That's when the jacket came in handy.
Four days later, after a grueling journey through tough terrain, Raju successfully made it to the peak.
“Standing on the summit, next to craters and glaciers, I found it appropriate to take out my Levi’s® T-shirt,” said Raju of his exhilarating experience. “It was amazing to see the number of people wanting to take a photograph with the Levi’s® T-shirt in their hands. Many of them wanted to have the T-shirt as a souvenir, which I gladly offered to a 24 year old Norwegian.”
Making it to the top of Mount Kilimanjaro is a great accomplishment for one of our Levi’s® team. It's reported that only 40 percent of people who attempt it end up conquering the summit. Upon returning home to South Africa, Raju’s most lasting impression of his feat is that it “felt great to see the power of our brand."
Postscript: Raju is pleased to report that his 1999 Levi’s® down jacket did not become another traveler’s souvenir. It'll will be a lasting reminder of his pioneering spirit and courage in the face of adversity – values of a true Levi’s® man.
Posted By: Clara So, Corporate Affairs, Singapore, Levi Strauss & Co. |
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alice bhebhe (not verified) - Mar 20 2013
Raju has surely made us proud - True Brand Ambassador and Leader!
Ralph D (not verified) - Mar 15 2013
Comment Why cant I find a 34:" waist levi Jean with a 13" Rise?in all of levi Jeans
Editor's note: Hi Ralph. Thanks for your question. You're right, the highest rise we have now is 11.5". It's available on both the 517™ and 560™. You can find them on Levi.com.
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