|
The Laser Collection from Lee
 Lee Jeans, the brand preferred by the fashion conscious youth in India has launched its latest International range called Photons. This stunning collection has been made by etching motifs using laser beams on denim. The motifs are currently classified as Ceal, Muff, Edge, Blaze, Shrub and Blossom and show up in the blueness of the jeans in the most spectacular ways, adding to the visual appeal.
Photon, which incidentally is the unit of light - gives this collection its name. Laser treatment is usually done on jeans to provide a 'distressed look'. In Lee's case, the idea is to provide interesting visual icons that were inspired by Lee's century-old heritage and striking natural motifs. In the case of Lee Photon jeans, a Laser embossed branding replaces the leather patch back label on the jeans.
 Commenting on the collection, Suparna Mitra, Business Head - Lee stated, "The Photon collection was initially launched in Mumbai and Bangalore and has now being extended to other major metros and mini-metros in the 65 odd exclusive outlets as well as important departmental stores and multi-brand outlets. We have also extended the Photon range to include tinted and sandblasted jeans that carry laser details."
Denim jackets will also be available in the Lee Photon collection. The price range is approximately in the range of Rs.1195/- to Rs.1295/-. The collection has been supported by an innovative advertising campaign and hosts of in-store promotions are currently on.
About Lee
 For over a century, Lee has played an important role in the very development of jeans as a product category and also ensuring its popularity across continents. Over the years, it has literally led the lifestyles of the youth, breaking cultural barriers.
Lee has been associated with fashion innovations right from the year of launch in India in 1995 and has been a rage among youth, both guys and girls. The personality of Lee is youthful, independent, charismatic and self-confident.
The target audience for Lee is 15-35 years and to help this segment constantly identify with the brand, there are continuous efforts to introduce trendy new merchandise and promote them in innovative and creative ways.
Among the interesting collection that Lee has launched in the past are Lee Originals like the original Zipfly jean 101Z and Denim 42. The most recent collection launched was Zero Gravity, a range of lightweight jeans, which have met with a tremendous response with the fashion-conscious youth in the country.
For more information, contact:
Bhavna Menon
Genesis PR
Phone: 044 - 825 1993/81
Fax: 044 - 825 1983
E-mail : bmenon@genesispr.com
dkapadia@genesispr.com
|
