A story that began in Kansas, USA to provide Work wear, comes a long way to complete 125 celebrated years of the iconic denim brand, LEE. That, was the start of a long history of dedicated craftsmanship that has led to the eminent denim brand we know today. Since its inception in 1889, the brand stands proudly with its key fundamental; Innovation while offering a range of denims to its patrons.

The LEE Archive Tour: A riveting history lesson, for a change:

Recently making appearances in China, Japan, Philippines and Australia, LEE has journeyed to the country to make India part of this celebration. See the memoire of LEE through the eyes of Ms. Jean Svadlenak, the long-time historian of LEE from Kansas as she tours to India to tell the tale. LEE’s legendary heritage is strewn with highlights of sheer craft and innovation, which will be displayed in all its glory using installations and exceptionally rare iconic products. For instance, did you know LEE created the world’s first zip-fly denim and the first ever women’s denim? Well, that’s simply scraping the surface of a lineup that cements LEE’s pedigree as one of the most authentic, most passionate apparel trendsetters of all time.

The LEE 125 Years Celebration in Mumbai:

Come 11th October 2014, LEE will open its success in the heart of Mumbai at N.S.C.I. Worli. The celebration will encompass a ‘LEE Archive Tour’ showcasing Lee’s leadership in the denim industry throughout its 125-year history along with a music concert across 5 genres. The 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.

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.”

The Jubilee Gig: 5 eras, 5 genres, 1 evening

LEE has long used music as a source of inspiration and now, the relationship is inescapably. Featuring this striking amalgamation, taking the stage will be legendary musician Karsh Kale who will collaborate his harmonies with Monica Dogra on Hard Rock, Progressive & Disco. The next is line is Ez Riseralong with Saba Azadwill focus on the diverse genres of electronica including electro jazz, funky house and glitch hop. Taking the stage DJ Uri will produce his own beats with progressive house, electro, dub-step, and drum-bass. Also performing will be Reggae Rajahs, India’s #1 Reggae Sound System with SiddCoutto, front man of reggae pop act Tough on Tobacco. The artist who redefined Indian electronic, Nucleya will play alongside Vishwesh K, face of Mumbai’s hardcore band Scribe.

All these performance will compose with a central thread going through the 5 eras (125yrs).

“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.”, adds Chakor, “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.”

Latest buzz on LEE:

Backed by its matchless apparel legacy, LEE hasn’t let the festivities affect this season’s share of innovations one bit. The winter collection sports Urban Riders, the only denim series designed for the increasingly popular cult of city biking, and a re-mastered premium edition of the iconic 101 range named 101+.Both of which have set the fashion world abuzz already, much like last year’s ecofriendly eCreate range and the highly successful ‘No Sweat’ summer series.

The anniversary celebrations that began on LEE’s birthday on 26^th September will extend to well over a month with contests, promotions, offers and more across exclusive stores, multi-brand outlets and online shopping portals. More details on the event, the contests and the history of the brand itself can be read on LEE’s website and social network pages.