A chef in Jakarta, wearing SILIT work clothes. photo by Jimmy Indra.
Would you buy a product for your household with the name „ass hole“? Probable not. But that happens to many Indonesians who buy the German premium cooking pot brand SILIT. SILIT means in Indonesian language „ass hole“.
It is a mystery to us why SILIT didn’t change its brand name for the Indonesian market. There is no excuse in the age - SILIT, a brand of to the WMF group has been launched in 1920.
There is no real meaning of SILIT in German, however the first letters may refer to Siemens-Martin-Iron Steel Process. SILIT's first products have been produced with this process.