The highlight of this special collection was 100-per-cent cotton and featured innovations for Cotton USA licensees namely, Lee, Lee Cooper and Wrangler.
A fashion show was staged to showcase the special denim collection with Pakorn “Boy” Chatborirak, Mario Maurer, Thanapob “Tor” Leeratanakajorn, Kritsanapoom “JJ” Pibulsonggram, and Kanyawee “Thanaerng” Songmuang serving as honorary models.
“The 2016 Global Lifestyle Monitor revealed that more than 79 per cent of Thais consider that denim is best suited for fashion. Of all Thais, more than 41 per cent loved jeans and denim clothes more than any other type of apparel. The findings made clear that denim was hugely popular in Thailand. So in celebrating Cotton Day 2017, we collaborated with Central Marketing Group’s brand, Lee, Lee Cooper, Wrangler and Cotton Incorporated to develop cotton innovations for the CMG x Cotton Incorporated x Cotton USA collection,” said Kraipob Pangsapa, the Asean representative of Cotton USA.
“For this collection, Lee adopted Wicking Windows, a moisture management technology that can transfer moisture away from skin. This means the cling force is reduced by 50 per cent compared with general fabrics. Lee also adopted TransDRY, a moisture management technology that allows jeans to dry 33 per cent faster than others. As for Lee Cooper, its jeans for the collection adopted Touch Cotton for extra durability. This innovation strengthens the fabric, making it more resistant to abrasion while retaining original colour longer. Wrangler adopted Stay Dry, based on the Storm Denim technology, in its denim. It’s a water repellent technology that repels rain, droplets and more.
Lee’s special collection continues the “Re/DiscoverWorkLife” theme where the young generation finds passion in their work. The collection offers sports fashion for millennial men aged 25 years up to wear for both work and leisure. Meanwhile, the key concept of Lee Cooper is “Arts and Rock & Roll”. Key items are Henry jeans for men and Pearl jeans for women. Thanks to the new technology, these are very special jeans with greater resistance to scratches, abrasion, with the ability to retain original colour longer. Leather tags behind the jeans now emblazon the Union Jack to underline the origin of Lee Cooper. The back pockets of jeans, moreover, feature the embroidered bird wings in two colours. Denim shirts and printed T-shirts designed by Takrit Krutphum a.k.a. OCTOBER29, a renowned graffiti artist, complete the collection. His graffiti prints reflect Lee Cooper’s brand identity - being a rebel. These t-shirts will be available for purchase in October.
Wrangler offers “Denim Performance” pieces with designs and functions suitable for all types of travels. The collection boasts durable features and has a palette of grey and black. The key items are “Spencer” that incorporate Stay Dry technology and they’ll also be available for purchase next month.
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