Lee Cooper is a 100-year-old UK-based apparel brand known for jeans. It entered the Indian market in 1994 through a joint venture with Future Group. Lee Cooper aims to be seen as a complete lifestyle brand in India and has three product lines targeted at different consumer segments. The company's latest collection, Red Diamond, is designed for trendy consumers. Lee Cooper positions itself as a brand for the working class youth and uses various marketing strategies like collaborations and events to promote the brand in India.