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Published
Jul 22, 2009
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Lee celebrates 120 years

Published
Jul 22, 2009

Few jeans manufacturers can boast of having 120 years of history behind them. That is the case for Lee which, as we announced in April, is celebrating its anniversary this year. “We felt that it was time to draw from our roots and to re-release the best models that have punctuated our adventure,” stated Yohann De Niel, vice-president of Lee Europe.

Lee
Lee special 120 years publicity campaign

And this is what Lee has done. The brand that launched the first blue work jeans in 1911 has designed a limited collection series of its best cuts of five pocket jeans (available in two washes: 120 rinse and 120 worn). Waiting to be rediscovered are the Brooklyn, Seattle, Clark, Denver and Knox for the guys and Leola, Marion, Lynn narrow, Bell and Louis Zip for the ladies. This selection is brightened up with a series of t-shirts, the “120 years special” and flannel checked shirts.

Though Lee wants to keep its attention focused on its denim branch, which constitutes 65% of its turnover, the brand is thinking of diversifying its ranges with shoes. “We are looking for a licensing partner for 2010”, said a representative of the company.

By Jonathan Fulwell (Source: Julie Mangaud)

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