Casual apparel giant Levi Strauss & Co has launched its first Vietnamese jeans outlet, according to state-controlled media.

According to the Vietnam Economic Times, Levi opened an outlet at a shopping centre in the country's capital, Hanoi.

John Anderson, general manager for Levi Strauss in the Asia-Pacific region, said he believed the company would do well in Vietnam due to its high population of young population and good rates of economic growth, the paper said.

Anderson said Levi's planned to open another location this week in Ho Chi Minh City, and has six more planned to open by the end of 2005.

He added that Levi aims to work with the country's authorities to help prevent the selling of fake branded jeans in the country.