Lee celebrates 125 years of existence

Marketing | October 7, 2014 | Photo Feature

Lee Chakor Jain

For its 125th year celebration, Lee jeans has come up with a special celebration. Come October 11, Lee will open its success in the heart of Mumbai at N.S.C.I. Worli. The celebration will include a ‘Lee Archive Tour' showcasing Lee's leadership in the denim industry throughout its 125-year history along with a music concert across five genres. A slew of programmes and the venue itself are being designed to be both a showcase of Lee's illustrious heritage and an all-out shindig for the brand's patronage.

The trip down the memory lane would be conducted by Jean Svadlenak, the long-time historian of LEE from Kansas as she tours to India to tell the tale.

On the same day, Lee will be holding a music concert, ‘The Jubilee Gig', with multiple line-ups. Taking the stage for this concert will be Karsh Kale who will collaborate his harmonies with Monica Dogra on Hard Rock, Progressive & Disco. The next in line is Ez Riser along with Saba Azad who will focus on the diverse genres of electronica including electro jazz, funky house and glitch hop. Also taking the stage will be DJ Uri who will produce his own beats with progressive house, electro, dub-step, and drum-bass. Reggae Rajahs have also been roped in with SiddCoutto, front man of reggae pop act, Tough on Tobacco. Nucleya will play alongside Vishwesh K, of Mumbai's hardcore band, Scribe.

All these performances have been composed with a central thread going through the five eras (125yrs).

Chakor Jain

Chakor Jain, Business Head of Lee says, "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. This celebration is our homage to all the love."

"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.", added Jain, "To celebrate this milestone with them, we are gifting 2000 passes to the event via contests that will be announced soon on our Facebook and Twitter pages."

The celebrations will include a walk through Lee’s history and a music concert playing five genres.

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