The scorching heat simply cannot waive the curiosity of denim innovator Lee Jeans, once more proving its purposeful craftsmanship in yet another classic in the making.
The brand that established an impressive denim heritage is getting a face-lift – from crafting your classic denim pieces, the denim expert sheds its archetype skin and steps up as a contemporary and innovative artisan. To pep up the traditional, Lee Jeans highlighted ‘Denim Refreshment’, a new fashion to dress up your jeans the DIY way.
Lee Jeans kick-started the Lee Denim DIY Rip and Repair on May 29, Friday at the SM Mall of Asia, a headstart to a 3-day workshop breathing contemporary to the classic – hence, “Denim Refreshment”.
Enter the Jade Fusion, launched during the event as the first of many denim innovations Lee Jeans has up its sleeve this 2015. This temperature-reducing wear is the perfect summer skin to be in. Crafted with natural jade that’s known for its heat-resist property, Jade Fusion improves breathability and manages moisture to keep the wearer cooler – a refreshing denim in every way.
The cool mood was set by the anamorphic floor art of internationally acclaimed British 3D artist Joe Hill, who is famous for the longest and largest anamorphic street painting and is the holder of the Guinness Record for this perspective art.
And let’s not forget Dry Fast, introduced as a lightweight, soft, and breathable performance cotton denim.
For three days, three stations housed the event’s DIY: RIPPING for distressing, slashing, and grinding; REPAIR & ALTERATION for sewing and patchwork; and PAINT & MONOGRAMMING where one can add his signature to the finished product using his initials. Male participants feasted over Zed fit and Powell jeans while the ladies distressed away Jeggings and in different blue and heritage jeans wash. The denim fans purchased jeans and worked on their canvasses as schooled by modern artisans who put on a demo show of styling how-to’s. Purchasers got to take home a free Denim Refreshment tote bag. To top it up, event partner Jamba Juice had given away thirst-quenching upsize coupons to customers with every purchase of Lee Jeans during the affair.
LEE DENIM S/S 2015 LOOKBOOK
Lee Jeans’ curiosity in the denim innovation is just beginning. Creating refreshing new feel and modernism is just Act 1. Expect more DIY from the owner of the denim customization floor.
#DenimRefreshment #LeeDenimDIY #LeeJadeFusion
