Iconic denim brand Lee launched a new women’s collection called ‘Denim Beyond Definition.’
Designed by couturier Suneet Varma, the collection features jackets, shirts, skirts, pants and dresses made from the denim fabric with unique embellishments. Targeting Gen-Z customers, the collection is priced between Rs 7,999 and Rs 16,999 and will be sold in Lee stores and online.
Collaborating with an Indian designer for the first time, Lee has designed its maiden collection in gold foil prints, plaid patterns, and metallic detailing. It aims to offers consumers a premium and unique product.
Not expecting high sales in the first season, Lee aims to use it to learn about his customers’ preferences and use that feedback to improve future collections.
The brand also plans to open 60 new stores in India by next year. It currently has 40 stores in the country. The brand’s products are currently sold in its exclusive stores, department stores, online marketplaces
