For The Comfort Fit

Bindu Gopal Rao speaks to Sharad Walia, Brand Head, Lee, India, at VF Brands India Pvt. Ltd, to get a lowdown on their latest product innovation for the Indian woman, The Body OPTIX™.

- Bindu Gopal Rao

Lee is the legendary jeans label that dates back to 1889 and is one of the world’s most iconic signatures of quality, innovation and craftsmanship. Following the establishment of the H D Lee Mercantile Company by Henry David Lee in Kansas, U S, in 1889, Lee embarked on its journey to become a legendary denim brand. Over the years, Lee has made history with its numerous product innovations, including the worlds’ first-ever zip fly jeans – the 101Z in 1926, the iconic Hair-on-hide leather label and the Lazy S back pocket stitching. From the launch of the first Lee bib overalls to the 13oz 101 cowboy jeans, Lee has demonstrated an undying passion for innovation, and has transformed itself from a practical and durable work-wear maker to a contemporary and trend setting fashion giant. Lee Jeans have always been synonymous with milestone fashion innovations over the last 128 years. Lee’s history tells a story of constant progress and innovation and of course of change and standing out distinctly through generations.

Lee Jeans recently also unveiled Jacqueline Fernandez as their brand ambassador to further reinstate the brand’s own personality. Jacqueline’s immediate campaign with Lee will showcase their latest product innovation for the Indian woman the Body OPTIX™. This is said to be a game changing product innovation designed for the Indian woman which is BODY OPTIX™ denims. Here, traditional denim designs are combined with ground-breaking vision, science and design to create holistic body shaping, specifically for the Indian female body.