Over 4,000 rock lovers attended live shows across 8 cities
Today, legendary denim company Lee® announced the end of its special India tour, which was organized in association with Hard Rock Cafe and featured musician 2Blue. The tour, which was styled by Lee, featured live performances by 2Blue at Hard Rock Cafes throughout India in homage to iconic rock bands AC/DC and Guns N’ Roses. The tour honored the rock music icons and demonstrated the classic style of Lee’s denim while honoring the longstanding relationship between the music industry and Lee’s genuine denim heritage.
The tour began on October 19, 2024, in Hard Rock Café in Bengaluru, and ended on January 25, 2025, in Pune, with stops in six cities and eight live performances. Hyderabad, Kolkata, Delhi, and Chandigarh were also visited. More than 4,000 rock lovers witnessed 2Blue’s incredible performances, known for his powerful rock vocals.
Sharing his excitement, singer 2Blue added, “I can’t say that being a part of this tour was a pleasure. Because it was a privilege. You see, AC/DC and Guns N’ Roses aren’t just bands. They are a way of life. What we did as a band together with Lee and Hard Rock Cafe is quite honestly a modest version of God’s work. Many wounds were healed. And many dreams took flight. I am more grateful than the limits of my language can express.”
Nitin Chhabra, CEO of ace turtle, the exclusive licensee of Lee® in India and South Asia, expressed his enthusiasm, stating, “The overwhelming response from rock fans and Lee customers has been incredible. Our collaboration with Hard Rock Cafe and 2Blue created a seamless fusion of music and fashion that truly resonated with the India we know today. Lee’s legacy of cultural relevance and self-expression perfectly aligned with the energy of the rock scene, creating an immersive experience that strengthened customer engagement and deepened brand loyalty.”
Sharing the partner’s perspective, Sanjay Mahtani, Managing Director of JSM Corporation said “Hard Rock Cafe has long been an iconic destination for music enthusiasts and a global platform for authentic & extraordinary talent. The Lee India Tour with 2Blue perfectly embodied our legacy, combining the raw energy of rock music with an unforgettable live experience. This collaboration was a celebration of the shared spirit of passion, creativity, and self-expression that defines the legacy of Hard Rock Cafe & Lee. We are thrilled to have been part of this combined journey that brought people together through the universal power of music, fashion, creativity, and connection.”
In addition to the live performances, Lee hosted exciting pre-event giveaways across retail stores and partner locations, where lucky fans won free passes to the tour. At each event, attendees enjoyed interactive experiences such as a special Lee photo booth, fun activities, and won exclusive Lee merchandise and vouchers.
