“Fashion should feel dangerous, unforgettable, and impossible to ignore.”
About
(Our background)
Story
Lee Blue by TOI is a South Florida fashion and creative brand founded by designer and stylist TOI Towns, known for blending elevated streetwear, luxury denim culture, editorial glamour, and avant-garde fashion into bold visual storytelling. Rooted in the Palm Beach creative scene, the Lee Blue aesthetic merges sculptural silhouettes, modern femininity, underground fashion influence, and high-impact styling to create imagery and collections that feel fearless, cinematic, and unapologetically expressive.
Originally recognized through Lee Blue Hair Designs and TOI’s work in beauty, styling, and creative direction, the brand evolved into a broader fashion identity focused on luxury fashion imagery, designer-driven campaigns, runway-inspired concepts, and model development. Every project is approached through a highly curated creative lens where fashion, identity, movement, and visual energy intersect to create unforgettable editorial experiences.
Inspired by contemporary runway culture, luxury fashion houses, underground creative scenes, and the evolving energy of South Florida style, TOI Towns continues to shape Lee Blue into a multidimensional fashion brand centered around empowerment, artistry, confidence, and transformation. From conceptual styling and designer fashion pieces to immersive fashion visuals and creative productions, Lee Blue exists to push visual boundaries while maintaining an elevated luxury aesthetic.
(Creative Philosophy)