To mark its 125th anniversary, the international denim brand Lee has re-launched its iconic design 101, which was first introduced in 1924, with a contemporary twist in India.
Available in all exclusive Lee outlets, large format stores and e-commerce channels across the country, the re-mastered version dubbed as 101+ is made from high grade selvage denim that is woven with a continuous thread using the narrow ‘shuttle looms’ which gives it impeccable toughness and durability.
Replete with smoothly bound edges, the fray-resistant long lasting range comes with the evergreen button-fly and a craft and care kit containing pumice stone and emery paper that helps the customer to create desired shades of fade in the denims.
While commenting on the collection the company marketing head, Lee Vipul Mathur, states, “As we mark our 125th year of apparel heritage, we just had to bring back the original bestseller and give it a new-age twist. The embellishments don’t however take away the core of the product which still comes from thorough craftsmanship and design.”
The line features an array of shirts, jackets and pants.
Founded in 1889 in Kansas, Lee is a true blue casual wear brand that combines the brawn of heritage with new age chic, creating a new lifestyle of sorts for the urban youth. In addition to the legendary outfits such as Union-all, Pressed denim, Loco Jacket and 11.05 oz. Jelt denim, the label also offers shirts, jackets, T-shirts, polos and tunics in various fits, collars, necklines, designs, hues and sleeve types. (PB)
