“The re-mastered version of the historic 101 denim range”
Mumbai – November 2014- Lee, the world’s premier denim and casual apparel maker, is celebrating its 125 years this year and how better to mark the festivities than by re-launching the brand’s landmark product in a contemporary form. The legendary 101 series, first created in 1924, makes its return to shelves with few timely variations, as the 101+ range.
“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.” says Vipul Mathur, Marketing head, Lee.
101+, just like its predecessor, is made from high grade selvage denim which are woven with a continuous thread using very narrow loom called ‘shuttle looms’, giving it impeccable toughness durability. With smoothly bound edges (giving it the name self-edge) this fabric does not fray like regular denim and lasts a lifetime. The additional adornments includes a button-fly that never goes out of style, and a craft & care kit containing pumice stone and emery paper that lets you create desired amount of fade on your denim.
The return of the star outfit has been met with tremendous buzz in the fashion circuit with glowing reviews for the re-mastered version. 101+ is available in all exclusive Lee outlets, large format stores and e-commerce channels across India.
Starting from Rs. 4499/-
For more information about Lee, please visit www.lee.in or follow us at facebook.com/leeindia
About Lee: – 125 years of couture creativity
Founded in 1889 in Kansas, Lee is one of the world’s most popular premier fashion labels. Starting off purely as a work-wear manufacturer, Lee shot into instant stardom with their sturdy dungarees and rugged jackets; later evolving into a true blue casual wear brand that combined the brawn of heritage with new age chic, creating a new lifestyle of sorts for the urban youth
A name synonymous with relentless passion and creativity, Lee has pioneered more apparel innovations than any other brand, with the ubiquitous zip-fly being the most striking of them all; in addition to other legendary outfits such as Union-all, Pressed denim, Loco Jacket, 11.05 oz. Jelt denim etc.
Lee upholds highly the philosophy of curiosity, which helps break barriers and do things hitherto untried. Leading by example, the brand has been fashioning bold couture statements for over a century, from jeans, shirts, jackets to t-shirts, polo’s, tunics and everything in between; in various fits, collars, necklines, designs, hues and sleeve types.