RadioandMusic
| 12 Aug 2020
Karsh Kale, Monica Dogra, Nucleya and others to play at Lee 125

MUMBAI: Years of experience of the clothing brand Lee as partners and sponsors of many music related entities, has helped the brand to use that experience for their special property ‘Lee 125'. The brand is celebrating its legacy of 125 years on 11th October at N.S.C.I. Worli through the special event.

The venue can accommodate around 2,500 people which would be the maximum limit for the entry free event. Speaking to Radioandmusic.com, Lee business head Chakor Jain said, "We have been associated with music from the time we entered the Indian market. Our brand is about curiosity and creativity so we wanted to have a celebration which would encompass it. We have been associated with music not just in India but internationally."

Jain further added, "We have positioned ourselves as a youth brand so it is extremely important for us to be associated with music and give the youth a good platform for get togethers."

The celebration property was developed by the clothing brand along with Only Much Louder (OML). "Our team along with OML had been planning on this event for past three months. We programmed and selected the artistes after a thorough understanding on what our consumers enjoy."

Lee has signed a series of artistes for the event. The music lovers can witness Karsh Kale's harmonies mix with Monica Dogra's hard rock, progressive and disco music as they collaborate on stage. The next act is of Ez Riser will focus on the diverse genres of electronica including electro jazz, funky house and glitch hop. The stage will also welcome Reggae Rajahs with Sidd Coutto, front man of reggae pop act ‘Tough on Tobacco'. Nucleya will be seen sharing a stage with lead vocalist of Scribe, Vishwesh Krishnamoorthy. One half of Madboy/ Mink Saba Azad and DJ Uri will be seen on stage too. The special party by the clothing brand depicts five eras of Lee that is celebrated through five genres of music.

The celebration will also include a ‘Lee Archive Tour' showcasing Lee's leadership in the denim industry throughout its 125-year history which would be presented by Jean Svadlenak. As part of the 125th anniversary celebration, Kansas based Svadlenak is making presentations about Lee's history in Asia-Pacific regions like Beijing, Tokyo, Shanghai, Hong Kong, Manila and Mumbai.

When quizzed about making this into an annual property, Jain said, "We have not really given it a thought. We can make it into an annual property in the future. We would think about it." Right now, the property is solely Lee's event but if they plan to make it an annual property they will look at partnerships.