Lee

aktualisiert 24 Februar 2011

Fall Winter 2010 / 11

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Lee Collection FW10 Press Release

Lee’s Fall/Winter 2010 collection shows the iconic denim brand reaching to the future by embracing its heritage. Landmark design elements power modern styles, while newer innovations stonewashing and stretch denim testify to Lee’s jeanswear expertise. Directional, fashionable and fun, this legendary brand is at the peak of its powers. The Lee DNA shows Lee in full command of its brand values, combining the quality and superior features of its heritage with a focus on fit and fabric excellence, especially for women. Lee’s signature details now feature on every pant in the brand’s line-up, giving a single focused handwriting to the collections.

STONEWASH

Denim flashes back to 1982, the year Lee introduced stonewashed jeans. Before stonewashing, denim laundries had gone wild in their quest for creative finishes and a softer touch. Golf balls, sneakers, tyres and rocks were all tumbled with denim, until the perfect desired effect was achieved with pumice stones.

For FW10, Lee brings originality to stonewashing by offering jeans that have been laundered for 15 minutes, 30 minutes, 45 minutes, 60 minutes, 90 minutes, two hours (and more!). The scale of the stonewash treatments, with the jeans varying in shades from lightly dusted to elegantly wasted, will be conveyed via hangtags in the garments, giving the clientele a glimpse of the “process”. You’ll look on stonewashing with fresh eyes, and the technique has been applied to five pocket jeans, Rider jackets, denim shirts and even T-shirts.

Lee also turns its gaze on black denim this season. Carbonized is a new group of super-deep, saturat- ed black denims in 12.5oz rigid and 11oz stretch. Watch out for the remarkable new acid wash treatment in deep black and mid-grey. And there’s also a lovely stonewash, turning black-black to grey.

Green Cast denim gives newness to jeans - strong denim woven in Lee’s soft-and-lofty left hand construction. This cast brings a unique new colour to the denim range, joining the trend for green-shaded indigos. Pants are offered in rigid and worn looks, plus more extreme distressed and repaired finishes. For women, Lady Lee Trims join the package – made in left hand stretch denim with a more feminine feel.

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