Lee launches denim collection offering fresh take on heritage

Posted September 17, 2020

 

GREENSBORO, N.C. – Lee®, the iconic apparel brand known for its timeless denim style and innovative apparel, announced the launch of a new collection targeted to Gen Z on Lee.com.

 

The digital-first collection aims to attract new brand fans with past-meets-the present products – retro looks from the Lee archives that have been updated with a contemporary edge. Drawing inspiration from the Lee of the '90s, the capsule celebrates curated nostalgia through classic jackets and jeans mixed with graphic tees, flannel tops and hoodies featuring iconic Lee images and logos.

 

This collection marks the first of several initiatives by Betty Madden, Lee's global design lead. Since joining the brand in January 2019, Madden has focused on reimagining the quintessential elements that make Lee legendary.

 

"Denim and youth culture have always gone hand in hand, and this collection was inspired by the many artists, rebels and musicians who have proudly worn Lee throughout the decades," said Madden, vice president of global design, Lee. "What's exciting about Lee is that our history runs parallel with the history of denim. We were there when denim shifted from workwear to fashion in the 50s. We are associated with the 'mom jean' of the late 80s and the street style of the 90s. Now, we're reaching multiple generations with styles that inspire their life."

 

Lee worked with a group of content creators to showcase the versatility and energy of this collection. The capsule goes up to size 35 for women and 42 waist for men. Flannel tops and sweatshirts mix and match in patterns and graphics that appeal to all.

 

Lee introduces a reimagined assortment for a new generation. The collection features:

 

  • Lee Rider and Chore Jackets: Archival styles that have stood the test of time, the Women's Rider jacket and Men's Chore jacket are inherently cool.

  • Lee Graphic Tees and Tops: Highlighting the iconic Lee Logo and heritage graphics in t-shirts and sweatshirts.

  • Lee Flannel and Wovens: Vintage-inspired flannels and shirts, perfect for him or her.

  • Lee Women's Jean Silhouettes: Reimagined heritage styles featuring legendary Lee details, introducing a mid-rise boot cut and high-rise skinny and straight cuts.

  • Lee Men's Pant Silhouettes: Revived heritage styles featuring legendary Lee details, introducing slim and regular straight denim silhouettes, as well as utility styles.

Source: Lee

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