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 'Count' is the thickness of the yarn used in fabric. Multicount fabric is built from yarns of varying thickness, giving the jeans a unique luxurious look with deep rich texture. The effect of
washing on multicount denim is superior than on single count (normal denim) creating a construction that actually feels extremely comfortable the more you wear it.
Commenting on the collection, Suparna Mitra, Business Head - Lee said, "Denim is ubiquitous this year, so we at Lee are making versions of the fabric stand out with special accents. In the case of Lee's Multicount - Filthy Rich Denims, the jeans have been subject to new age techno blasting which is giving the product an amazing washed look. Fancy accents and effects achieved through washing and tinting fabrics enhance our latest range. Multicount is the hottest range in the denim world in US and Europe. We are proud to be the pioneers of Multicount in India."
The collection is currently available in dark stone, mid stone and khaki tints. Newer tints like retro gold will be introduced shortly.
Priced at Rs.1395/-, Lee Multicount - Filthy Rich Denims are available in Freeburn (low waist, straight fit), Chicago (regular fit), Reed (slim fit, bootcut) for guys and Leola (extra low waist) for girls. More styles are to hit the stands in the coming weeks.
Lee Multicount is being simultaneously launched in Mumbai, Bangalore, Hyderabad, Chennai, Pune, Ahmedabad, and Chandigarh and will be available at exclusive Lee showrooms, leading departmental stores and multi-brand outlets.
The launch is being supported by a sizzling new campaign featuring the Lee Models, who bring to life the rich, sensual appeal of Lee Multicount. The collection is also backed by new and exciting point-of-purchase material like posters, danglers, etc.
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