Stylish Lee merchandise

Lee, a part of VF - Arvind Brands Pvt. Ltd. recently completed 11 years in the Indian subcontinent and after GK, New Delhi, the leading denim fashion brand opened another lagship store at ashi in Mumbai.

The Store houses the latest Spring-Summer collection for men and women. The collection is extremely expressive and robust. It reflects one's individuality and is about making a statement with stylish clothing. The collection breaks free of norms thereby creating a distinct and unique sense of style. They are bold and reminiscent of the '80s. In the men's category the denims are cool, clean with a sculpted look. The T-shirts are represented by unusual color combinations with rebellious graphics and cult iconic imagery with ultra-light fabrics to beat the heat.

The entire range has used light to mid-weight fabrics with classic weaves. And is an interesting mix of vintage replicas, pants revisiting the chetopa twills from the Lee archives, reworked uniform detailing and military utility influence. Available in dry or rinsed finishes, the fabric has been worked upon to give the authentic look. The women's line is a riot of colors right from stark neon's to essential brights in interesting contrasts and feminine prints. The contemporary styling of the garments lends an edgy style statement, which is playful, sensuous, and no fuss. The focus is on the fits. While the denims are all stretch and comes in dark indigos and over-dyed fabrics, the top wear are in feminine prints and embellishments.

The product in store is an illustration of the brand's heritage since 1889 and its dedication to iconic denim styles. Lee is targeted at the 18-28 age group and to help this segment constantly identify with the brand, there are continuous efforts to introduce trendy new merchandise with international fashion in innovative ways.