Lee launched a women’s denim collection, designed by Indian couturier Suneet Varma. The Lee X Suneet Varma collection is now available to customers across India at select Lee stores, Shoppers Stop outlets, and online platforms including the brand’s official India website and Tata Cliq Luxury.
The collection, themed ‘Denim Beyond Definition,’ represents Lee’s first foray into couture-inspired denim styles tailored specifically for the Indian market. It features distinctive elements such as gold foil prints and plaid patterns, infused with Suneet Varma’s signature embellishments, intricate threadwork, and mirror detailing. Key pieces in the collection include corsets, bell-bottom jeans, and maxi skirts, blending the casual comfort of denim with the glamour and sophistication of couture fashion.
“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,” Nitin Chhabra, CEO, ace turtle, said.
The collection is part of Lee’s strategy to offer a fashion-forward and lifestyle-centric denim experience to its customers. It aims to resonate with a youthful audience, pushing the boundaries of traditional denim fashion and highlighting the limitless potential of the material in contemporary design.
The launch of this collection, through the creative lens of Suneet Varma, reimagines Lee’s legacy in denim, offering a new dimension to its product range.
Lee, a Kontoor Brands (NYSE: KTB) brand, is an 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.
ace turtle, based in Bengaluru, is a tech-native retail company in India, vertically integrated from design, local manufacturing, and marketing to reaching consumers directly. Powered by proprietary technology, ace turtle uses data science from design to fulfillment to meet evolving consumer expectations. The company is the exclusive licensee for iconic global brands including Lee®, Wrangler®, Toys“R”Us®, Babies“R”Us®, and Dockers® in India and other South Asian markets.
