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Lee’s New Denim Collection for Women Designed by Suneet Varma Now Available in Stores

 

  • Headlined by Sara Ali Khan, the collection merges classic denim with Indian couture
  • Available at select Lee stores across India, Shoppers Stop outlets and online platforms 

Bengaluru, August 26, 2024 — Iconic denim brand Lee® today announced that Lee X Suneet Varma, its signature collection for women that redefines denim elegance is now available to customers pan India. Specially crafted by India’s leading couturier Suneet Varma, the collection is designed meticulously to push the boundaries of denim fashion with the theme ‘Denim beyond Definition’. The collection has been launched in stores across India by ace turtle, the exclusive licensee of Lee in India, as part of Lee’s strategy to offer its customers a fashion-forward and lifestyle-centric denim experience.

The collection represents Lee’s first venture into bold styles specifically designed for its Indian customers. It showcases striking features like gold foil prints and plaid patterns. Aimed at a youthful audience, the collection maintains Suneet Varma’s signature touch with embellishments, intricate threadwork, and mirror detailing on wardrobe staples such as corsets, bell-bottom jeans, and maxi skirts. This collection highlights the limitless potential of denim, embodying a modern and transformative story in the fashion industry.

Commenting on the launch, Nitin Chhabra, CEO, ace turtle said, “We are excited to bring trendsetting partnerships and amazing products that redefine the fashion scene in India. The Lee X Suneet Varma collection perfectly embodies this vision, showcasing our dedication to offering innovative and stylish experiences. This blend of denim and Indian couture celebrates individuality and marks a bold move into the fashion and lifestyle arena. We’re working to bring more such innovative and stylish products for our customers in India.”

The collection seamlessly blends the casual comfort of denim with the glamour and sophistication of couture fashion. From statement-making jeans to elegant denim dresses and chic separates, it encapsulates the perfect fusion of contemporary style and timeless elegance. With a rich heritage in denim craftsmanship, Lee stands as a symbol of durability and style, now reimagined through the creative lens of Suneet Varma. Customers can buy the Lee X Suneet Varma collection at select Lee stores across India, department store chain Shoppers Stop and online at www.lee.in and Tata Cliq Luxury.

About Lee®:

Lee, a Kontoor Brands (NYSE: KTB) brand, is an iconic American denim and casual apparel brand. Lee’s collections include a uniquely styled range of jeans, pants, shirts, shorts and jackets. Founded by H.D. Lee and backed by over 130 years of purposeful design and craftsmanship, Lee’s movement-inspired innovations, versatile styling and superior fit continue to inspire generations of brand loyalists. For more information, please visit www.lee.in.

About ace turtle:

ace turtle, new India’s leading tech-native retail company is spearheading the retail industry’s next phase of transformation. The company is vertically integrated from design, local manufacturing and marketing to reach consumers directly. ace turtle is powered by its proprietary technology which uses data science from design to fulfilment to meet ever-evolving consumer expectations. Bengaluru-based ace turtle is the exclusive licensee of iconic global brands Lee®, Wrangler®, Toys“R”Us®, Babies“R”Us® and Dockers® for India and other South Asian markets.