When a drink becomes the talk of social media, can it shape fashion retail too? ace turtle certainly thinks so. The company has introduced an unconventional approach to visual merchandising for brand Lee, drawing inspiration from the buzz around Matcha, the Japanese green tea. Instead of relying on the usual seasonal or collection-driven narratives, the brand has tapped into a trend dominating social media to create an in-store experience that feels both timely, relatable and aligned with contemporary culture. 

“Typically, VM revolves around a seasonal theme, a collection drop, or a campaign,” explains Pawan Nagarwal, VM Head of ace turtle. “But this time, we wanted to pick something that customers are already engaging with every single day. We wanted to bring something that’s all over their social feeds. Thus, Matcha, the Japanese green tea drink, became the perfect hook.” 

Taking it from Instagram to storefronts  

Over the past year, Matcha has taken over Instagram and café menus alike. People pose with it, review it, debate it, and flaunt it. ace turtle saw an opportunity to bring that same conversation inside Lee stores. 

The team worked with the colour palette of Matcha– shades of green and blended it with Lee’s blue denim. They even designed AI-generated imagery that showcases real Lee products. Even the fonts used are Japanese. Digital screens are placed in the stores to run the same visuals. The mannequins are styled in the matcha-inspired looks to tie the whole concept together. 

“It’s not about creating a Matcha collection from the designer’s side,” Pawan mentions. “It’s about packaging what we already have in a way that feels fresh, current, and instantly relatable to shoppers.” 

3.0 of VM evolution 

For Pawan, this concept is a glimpse into the future of visual merchandising. “If VM 2.0 was about digital tech and screens, this is VM 3.0. It’s about syncing with what customers are consuming on social media and translating that into a store experience,” he says. 

And it’s not just about Gen Z. “Most of us, young or old, are hooked on social media. We all know the trending words, the memes, the jokes. So, when someone walks into a store and sees ‘Matcha’ as part of the setup, it instantly resonates. It creates curiosity, familiarity, and sometimes even that little nudge to buy.” 

A departure from the usual path 

What makes the Matcha concept especially bold and fresh is that no other denim brand in India is attempting something similar. While most brands stick to fabrics, fits, and seasonal messaging, Lee is stepping into the cultural wave by using a word everyone’s already talking about and making it their own.  

“Say there’s a new Lee 101 collection, not everyone will know it,” Pawan explains. “But if you hear ‘Matcha collection’, it instantly sounds familiar to whoever hears it. That’s how we’re connecting the dots between social media trends and retail storytelling.” 

Well, ace turtle has brewed more than just a VM setup. The concept feels fresh, unique and social-media friendly. Indeed, it could be the beginning of many more trend-led ideas in Indian retail. 

When a drink becomes the talk of social media, can it shape fashion retail too? ace turtle certainly thinks so. The company has introduced an unconventional approach to visual merchandising for brand Lee, drawing inspiration from the buzz around Matcha, the Japanese green tea. Instead of relying on the usual seasonal or collection-driven narratives, the brand has tapped into a trend dominating social media to create an in-store experience that feels both timely, relatable and aligned with contemporary culture. 

“Typically, VM revolves around a seasonal theme, a collection drop, or a campaign,” explains Pawan Nagarwal, VM Head of ace turtle. “But this time, we wanted to pick something that customers are already engaging with every single day. We wanted to bring something that’s all over their social feeds. Thus, Matcha, the Japanese green tea drink, became the perfect hook.” 

Taking it from Instagram to storefronts  

Over the past year, Matcha has taken over Instagram and café menus alike. People pose with it, review it, debate it, and flaunt it. ace turtle saw an opportunity to bring that same conversation inside Lee stores. 

The team worked with the colour palette of Matcha– shades of green and blended it with Lee’s blue denim. They even designed AI-generated imagery that showcases real Lee products. Even the fonts used are Japanese. Digital screens are placed in the stores to run the same visuals. The mannequins are styled in the matcha-inspired looks to tie the whole concept together. 

“It’s not about creating a Matcha collection from the designer’s side,” Pawan mentions. “It’s about packaging what we already have in a way that feels fresh, current, and instantly relatable to shoppers.” 

3.0 of VM evolution 

For Pawan, this concept is a glimpse into the future of visual merchandising. “If VM 2.0 was about digital tech and screens, this is VM 3.0. It’s about syncing with what customers are consuming on social media and translating that into a store experience,” he says. 

And it’s not just about Gen Z. “Most of us, young or old, are hooked on social media. We all know the trending words, the memes, the jokes. So, when someone walks into a store and sees ‘Matcha’ as part of the setup, it instantly resonates. It creates curiosity, familiarity, and sometimes even that little nudge to buy.” 

A departure from the usual path 

What makes the Matcha concept especially bold and fresh is that no other denim brand in India is attempting something similar. While most brands stick to fabrics, fits, and seasonal messaging, Lee is stepping into the cultural wave by using a word everyone’s already talking about and making it their own.  

“Say there’s a new Lee 101 collection, not everyone will know it,” Pawan explains. “But if you hear ‘Matcha collection’, it instantly sounds familiar to whoever hears it. That’s how we’re connecting the dots between social media trends and retail storytelling.” 

Well, ace turtle has brewed more than just a VM setup. The concept feels fresh, unique and social-media friendly. Indeed, it could be the beginning of many more trend-led ideas in Indian retail.