Lee launches the new slogan “Move Your Lee,” opening the first and only Bangkok-inspired flagship store welcoming all Lee’s fans with a sneak peek of Fall/Winter 2018 and Spring/Summer 2019 collection
Central Marketing Group, authorized distributor of Lee the renowned jeans from America, led by President of Central Marketing Group Mr. Edwin Yap Hawson and Nuntawan Suwandej, Senior Vice President, Licensed & Own Brands, hold the opening of the one-of-a-kind flagship store under the brand-new slogan “Move Your Lee” channeling the spirit of “Take on every beat of life with style.” The opening ceremony will feature the Fall/Winter 2018 fashion show and a preview for Spring/Summer 2019 from the Urban Riders 2019 and Lee x Marvel Comic Collections. Hathairat Charoenchaichana or Oh+ Futon also shared mix-and-match inspiration and also discussed their inspiration for creating art on stage. Many celebrities joining the event includes Mario Maurer, ML Attadis Diskul, Suzana Renaud, Supachai Kanjanasakchai, Palida Vikitsreth, Thanat Lowkhunsombat, Pathompong Reonchaidee and Sirinrat Vidhyaphum at Central World, Zone Beacon 3, 1st Floor the other day.
Lee was founded in 1889 by Mr. Henry David Lee, who designed jeans, weaving the latest innovations into its fabrics. Lee did not stop at denim pants but became the first brand to design overalls and union-alls for the working men of that era, while also catering to many different styles. Lee was also a pioneer in replacing buttons with zippers. He most remarkably created the 101 series, one of the most legendary cowboy styles. Today, Lee continues to create new developments and innovations to cater to every lifestyle and winning in the hearts and minds of the whole world for more than 130 years.
Lee was founded in 1889 by Mr. Henry David Lee, who designed jeans, weaving the latest innovations into its fabrics. Lee did not stop at denim pants but became the first brand to design overalls and union-alls for the working men of that era, while also catering to many different styles. Lee was also a pioneer in replacing buttons with zippers. He most remarkably created the 101 series, one of the most legendary cowboy styles. Today, Lee continues to create new developments and innovations to cater to every lifestyle and winning in the hearts and minds of the whole world for more than 130 years.
 |   | Lee sees the increased connectivity through the growing use of technology among urban dwellers bringing rapid changes in personalities and expressions. We encourage every individual to express their creativity with the slogan “Move Your Lee” to dance to every tempo life has to offer. For the Fall/Winter 2018 Collection, Lee brings back the popular model with an additional stretch feature for ease and convenience under the theme “Stretch Your Imagination,” inspired by new activities and experiences that create and expand the imagination and make every single day of life valuable. This is living to the fullest with confidence, embracing in the rhythm and lifestyle of the city.Lee provides the ultimate solution in fashion for whatever challenges daily living brings while also allowing you to express your unique individuality. Lee brings positivity along with style and comfort to every occasion. |
- Lee Urban Riders: Street-style sporty jeans made from 4 way stretch offers freedom in every movement, with 6 reflective printed spots on the front pockets to help you move confidently. The back is decorated with a leather label, a unique feature of Urban Riders 2018. The series wick moisture and stretch to let you move comfortably, responding exactly to what street and sporty influenced individuals are looking for.
- Lee 101+: The legendary model based on Lee 101 from Europe keeps the red trim feature on the selvage jeans. Distinguished by the Hair-on-Hide label made from animal fur to fit the cowboy lifestyle. The navy Lee logo is made in the 101+ style with the classic donut button engraved “One-o-One +” in the original style since 1914, offering an authentic premium jeans experience
- Lee Body Optix ™: Skinny jeans and beyond skinny made from Italian cloth for soft touch, comfort, and dexterity with Anatomy Shading technology and Body Shaping Back Pockets designed to hug every curve. The Contoured Yoke and Double Sided Seams are meant to accentuate the hips and make the legs long and slender, granting ladies a drop-dead silhouette in just one squeeze into the jeans. It’s the best design selected from 47,000 drafts.
This year Lee opens the first and only flagship “Bangkok customized store” in the world with inspirations from the city of Bangkok under the concept “Indigo Bangkokian Street Life.” The concept of the store brings a combination of unique local flavors such as Tuk Tuk, street food, fabric patterns, and Thai characters along with indigo colors. Tourists and jean lovers can experience Bangkok in an exceptional way through the lens Lee Bangkok Customized store at Central World, 3rd Floor, Atrium zone.
Mr. Edwin Yap Hawson, President of Central Marketing Group, said, “I would like you all to visit our latest Flagship store on the third floor because we took inspiration from Thai culture and uniqueness into interior and design creation. Above of all, I would like to thank you all for your continuous support, and I hope you guys will love the collection.”
Hathairat Charoenchaichana or Oh+ Futon, artist, stylist, fashion inspirer said, “When I am dressing up, I always pick the bottom piece first, and I believe that most women are the same way as I am. I personally love the double jeans. I think they are cute and classic just like Lee that has been on the journey for almost 130 years. The style obviously never gets old.”
Actor Mario Maurer said, “My looks always focus on being fun and liveliness, as I believe those energy will bring more confidence. I am currently working with Lee to create our fourth collaboration collection, which definitely will be outgoing and perfect for mix-and-match. I had an opportunity to join Lee since 2013; and the collaboration design has been so vintage from the beginning. This year, Lee adds women styles into the collection and make it work for coordinated occasion. I personally am so into jeans and when it comes to design, I put my all into it just like when I am in front of the camera. I believe that once there is a passion, people will understand what we are trying to communicate. Please make sure to visit the store on the third floor, Atrium zone. Central World.
Hathairat Charoenchaichana or Oh+ Futon, artist, stylist, fashion inspirer said, “When I am dressing up, I always pick the bottom piece first, and I believe that most women are the same way as I am. I personally love the double jeans. I think they are cute and classic just like Lee that has been on the journey for almost 130 years. The style obviously never gets old.”
Actor Mario Maurer said, “My looks always focus on being fun and liveliness, as I believe those energy will bring more confidence. I am currently working with Lee to create our fourth collaboration collection, which definitely will be outgoing and perfect for mix-and-match. I had an opportunity to join Lee since 2013; and the collaboration design has been so vintage from the beginning. This year, Lee adds women styles into the collection and make it work for coordinated occasion. I personally am so into jeans and when it comes to design, I put my all into it just like when I am in front of the camera. I believe that once there is a passion, people will understand what we are trying to communicate. Please make sure to visit the store on the third floor, Atrium zone. Central World.
