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The Legendary Denim Brand Since 1889

Lee® is an iconic American denim and casual lifestyle apparel brand founded by H.D. Lee. Backed by over 130 years of purposeful design and craftsmanship, the brand inspires people to stand tall and live confidently. Lee’s collections include a range of styles. Lee’s® movement-inspired innovations, versatile styling and superior fit continue to inspire generations of brand loyalists.

ace turtle chapter

ace turtle acquired the exclusive long-term licensing rights for this much-loved brand in India in 2021. Within a short span of time, we turned around the business of Lee with our robust omnichannel technology capabilities.

Click Here to shop now

The Legacy of Lee

1889
1911
1913
1920
1924
1926
1938
1946
1949
1954
1982
2006
2019
2021

1889

Henry David Lee established the H.D. Lee Mercantile company in Kansas and started a business in making and selling fine goods. He quickly saw the need for reliable workwear. Unhappy with the quality and inconsistent delivery of workwear from Eastern suppliers, Lee started with his venture to do better and became one of the most successful garment companies in the world

1911

Lee starts making overalls of high quality in 1911. The first one was called the Bib Overall and was originally made in 8oz denim and had a multi-function breast pocket and a button fly.

1913

Invention of one-piece coveralls – the iconic Union-Alls was conceived. Inspired by seeing a chauffeur fixing the car, H.D. Lee develops an overall that will protect the wearer both below and above the waist. A jacket and dungarees are stitched together to a full jacket coveralls. It gained immediate national popularity.

1920

The H.D.Lee Company created Buddy Lee as an advertising piece. The first Buddy Lee was dressed in a Lee overall and displayed in the window of the Dayton Company Department Store on Nicollet Avenue, Minneapolis, Minesota. Over the years, Buddy Lee has become hugely sucessful and a collector’s item.

1924

Introduction of the first Lee cowboy pants - 101 jeans with U-shape saddle crotch and button fly. It was designed to cater to the specific needs of cowboys and rodeo riders. This idea to focus on the cowboy proved to be crucial as it was the market that was to become the major promoter of jeanswear throughout the world.

1926

The zipper technology was added to cowboy pants. The world’s first ever zip fly jeans - 101Z went to the market, featuring tailored sizing that based on the rise and seat proportions as well as inseam measurements. The U-shaped crotch was introduced for added comfort.

1938

Lee created ‘hair-on-hide’ leather label on the back of Lee jeans. The logo was branded directly onto the cowhide and appeal to the cowboy life-style.

1946

Lazy S back pocket stitch was introduced. The stitches on both pockets are viewed together they resemble the shape of the famous ‘Long Horn’ comics. This is also the year when Lee’s cowboy garments are put together under the label Lee Riders.

1949

Lady Lee Riders were introduced and promoted as the best fitting jeans for women in the market.

1954

James Dean appeared in ‘Giant’ and ‘Rebel Without a Cause’, wearing Lee jeans. This was the birth of the biker cult and the beginning of the transformation of denim from workwear to pop culture. In addition to dominating the workwear and western markets, Lee moved into leisure wear with Leesures: ‘Comfort Clothes for Work and Play’.

1982

Lee shifted completely from the workwear business and begins catering into fashion cycles, such as applying acid stone washing on jeans for the youth culture.

2006

VF Corp bought a 60% stake in a JV with Arvind to sell Lee products in India

2019

VF Corp completes the separation of its Jeanswear organisation into an independent, publicly traded company called Kontoor Brands. The new company owns Lee along with other brands globally

2021

ace turtle acquires exclusive licencing rights for Lee in India. Under this agreement, ace turtle designs, manufactures, markets and distributes superior quality Lee products in India

For Lee, fashion has always been about making one feel confident. Our Stand Tall philosophy places creators at its centre. We believe that when creators feel comfortable in their skin and clothes, and own their talent, magic happens. Do what you love in styles that move with you, and the world will follow suit.

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