Lee - a pioneer in replacing buttons with zippers and designing the 101 series, one of the most remarkably legendary cowboy styles – launched its news autumn-winter collection recently to coincide with the opening of its one-of-a-kind store at CentralWorld.
For this collection, Lee brings back the popular model with an additional stretch feature for ease and convenience under the theme, “Stretch Your Imagination”. The brand provides the ultimate solution in fashion for whatever challenges daily living bring while also allowing the wearer to express his or her individuality.
The launch also offered a glimpse of the spring-summer Urban Riders and Lee x Marvel Comic Collections.
Lee Urban Riders are street-style sporty jeans made from 4-way stretch that offers freedom in every movement with 6 reflective printed spots on the front pockets. The back is decorated with a leather label and the series wick moisture and stretch to let you move comfortably, responding exactly to what street and sporty influenced individuals are looking for.
Lee 101+, the model based on Lee 101 from Europe, keeps the red trim feature on the selvage jeans and is distinguished by the Hair-on-Hide label made from animal fur to fit the cowboy lifestyle. The navy Lee logo is made in the 101+ style with the classic donut button engraved “One-o-One +”.
Lee Body Optix, meanwhile, are skinny jeans and beyond skinny made from Italian cloth for soft touch, comfort, and dexterity with Anatomy Shading technology and Body Shaping Back Pockets designed to hug every curve. The Contoured Yoke and Double Sided Seams accentuate the hips and make the legs long and slender, granting ladies a drop-dead silhouette in just one squeeze into the jeans.
Lee’s new “customised” store takes inspiration from the city of Bangkok under the concept “Indigo Bangkokian Street Life.” It combines local flavours such as Tuk Tuk, street food, fabric patterns, and Thai characters with indigo colours. Tourists and jean lovers can experience Bangkok in an exceptional way through the lens of the flagship store at Central World on the third floor of the Atrium zone.
The launch was packed with celebrities such as Hathairat “Oh Futon” Charoenchaichana, who shared her mix-and-match inspiration on stage, Mario Maurer, Thanat “Lee” Lowkhunsombat, Pathompong “Toy” Reonchaidee, Jiruntanin “Mark” Trairattanayon, Sirinrat “Mook” Vidhyaphum, Kunpong “Gung” Kuntanaruangnon, the Most Eligible Bachelor Cleo 2018, and Dana Slosar, the winner of Asia Next Top Model, who discussed their inspiration for creating art.