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Lee debuts denim philosophy 'No Sweat' for sultry season
07
May '14
A name as synonymous with innovation as it is with fashion, global apparel giant Lee has introduced ‘No Sweat’, a revolutionary new apparel philosophy that according to the makers ‘reimagines how summer is seen and experienced’.
 
Lee, founded in 1889 in Kansas, is incidentally celebrating their 125th year of operation worldwide and the No Sweat range comes as a fitting tribute to its ever-growing Indian patronage.
 
“We tend to look at summer as a season to stay indoors. A season to do away with our quintessential denim. At Lee, we thought it doesn't have to be that way, and No Sweat is the result of that. It helps and urges people to go out, explore, do new things and celebrate life, regardless of the weather”, says Vipul Mathur, Head-Marketing at Lee.
 
The collection comprises of Performair, Summer-Mix, Minerals and Fragrant denim in a range of outfits from jeans to shirts to t-shirts to jackets and more. 
 
Performair is a range of denim apparel made with the revolutionary technology which is designed to evaporate sweat many times faster, keeping you cool and dry no matter what you do in them or how hot it is outside.
 
Summer-Mix is an innovative blend of linen and denim, combining the light, airy comfort of linen and the rugged sturdiness of denim into one fabric, making it the perfect outfit for the Indian summer. The range also sports linen apparel in shirts and t-shirts
 
Minerals, a range of denim enriched with moisturizing elements, is designed to protect the skin from the hot and dry weather. It provides a soothing effect that gets better the more you wear it, letting you go out and do the things you love, even in hot summer.
 
Fragrant Denim is exactly what it promises to be: apparel infused with the aromas of Jasmine and Lemongrass, providing an invigorating freshness all day long. Bad body odour will no longer be a summer staple with this in your wardrobe.
 
“No Sweat, even while being the most innovative clothing range in town, cuts no corners in terms of pure fashion that we are famed for, and is available in all fits and styles”, adds Vipul.
 

LEE

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Courtesy: India ITME

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