The international denim brand Lee has reintroduced its 101 denim series with a contemporary twist in India, which was first launched in 1924. The new version dubbed as 101+, is made from high grade selvage denim that is woven with a continuous thread using the narrow ‘shuttle looms’ which gives it toughness and durability. Vipul Mathur, Marketing Head of the company averred, “As we mark our 125th year of apparel heritage, we just had to bring back the original bestseller and give it a new-age twist. The embellishments don’t however take away the core of the product which still comes from thorough craftsmanship and design.”
