Lee’s 125th Anniversary Special
Lee’s 125th
Anniversary Special
Lee Archive
Tour
125 Years of
Curiosity and Denim ExpressionTakes Mumbai by Storm
Mumbai, 11th October, 14:
125 years ago the
authentic denim brand, Lee, was born out of a spirit of curiosity and a passion
to make better denim wear. This was the start of a long history of dedicated craftsmanship that has led to
the iconic metropolitan denim brand we know
today. To celebrate Lee’s 125th
anniversary, the “Lee Archive Tour”launches in Mumbai only for today. The Tour
will feature 27 rare
archive items and the “Lee 101+” 125th anniversary limited edition
jeans, all presented at
NSCI ground followed by performances by Karsh
Kale, Monica Dogra, Ez Riser, Saba Azad, DJ Uri, Reggae Rajahs, SiddCoutto,Nucleyaand Vishwesh K.
The LEE Archive Tour: A
riveting history lesson, for a change
Recently
making appearances in China, Japan, Philippines and Australia, LEE has journeyed to the country to
make India part of this celebration. See the memoire of LEE through
the eyes of Ms. Jean Svadlenak, the
long-time historian of LEE from Kansas
as she tours through the denim archive to tell the tale. LEE’s legendary heritage is strewn
with highlights of sheer craft and innovation, which will be displayed in all
its glory using installations and exceptionally rare iconic products.
27 priceless exhibits pay homage to Lee’s long
history
Throughout the years, curiosity has driven a passion for denim that has
contributed to Lee’s many innovative achievement during its 125-year
history. The “Lee Archive Tour”
promises to be a unique experience during which visitors will witness Lee’s
passionate pursuit of high-quality
denim and feelthe vibrant vibe radiating from each and every vintage garment
exhibited. As you enter NSCI, your attention will firstly be grabbed by 125 “Buddy Lee” Dolls wearing the ‘Lee 101+” 125th Anniversary
limited edition outfits. Firstly created in 1922, Buddy Lee was an endearing
advertising mascot that has been representing Lee since then. The Buddy Lee
with new looks reveals our denim passion from past to the present over 125
years.
A key feature of the Tour are 27 historic Lee archive
items, which have been collected from all corners of the world that the oldest
items was produced in 1910’s. These fascinating items are living proof of Lee’s
commitment to staying curious
through the ages and constantly finding new ways to make better and more
sophisticated products to cater to modern city lifestyles. Altogether
these precious items provide a unique glimpse into 125 years of the continuing
Lee denim legend and Lee’s fascinating history of purposeful, designdriven by a
constant curiosity for the endless possibilities in life.
Chakor Jain, Business
Head of LEE says, “Our lifestyle philosophy is a century in the
making, but iscontemporary in our designs and approach. Ever since we made our
entry, we've been the country’s go-to Jeanswear brand and the top brand in
everyone's shopping carts. The LEE Archive Tour is extremely rare and one that
cannot be missed.This celebration is our homage to all the love.”
The Jubilee Gig: 5 eras, 5 genres, 1 evening
LEE has long used music as a source
of inspiration and now, the relationship is inescapably. Featuring this
striking amalgamation, taking the stage is the legendary musician Karsh Kalecollaborating his harmonies
with Monica Dogra on Hard Rock,
Progressive & Disco. The next is line is Ez Riseralong with Saba Azadwill
focus on the diverse genres of electronica including electro jazz, funky house
and glitch hop. Taking the stage DJ Uri
will produce his own beats with progressive house, electro, dub-step, and
drum-bass. Also performing are Reggae
Rajahs, India’s #1 Reggae Sound System with SiddCoutto, front man of reggae pop act Tough on Tobacco. The
artist who redefined Indian electronic, Nucleya
will play alongside Vishwesh K, face
of Mumbai’s hardcore band Scribe. All these performance will compose with a
central thread going through the 5 eras (125yrs).
“LEE has always spoken for the young and
young at heart, with our ardent passion for staying curious and innovative, and
they’ve always responded in kind”, adds Chakor, “To celebrate this
milestone with them, we have gifted over 2000+ passes to the event via contests
through Facebook and Twitter pages. Here’s to 125 years of Staying Curious”
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