LEE JEANS celebrates 130th anniversary with a new campaign: Created in Kansas
A reminder of the heritage, authenticity and quality that Lee Jeans is built on
I love LEE JEANS – it has always been like this! For its new A/W19 campaign, Lee Jeans celebrates 130 years of heritage by going back to Kansas, where the brand was born. Honouring the entrepreneurial and innovative spirit of its founder, H.D Lee, the brand has collaborated with the new generation of Kansas creatives.
Way before workwear was on the trend radar it was a daily uniform for thousands of blue-collar American workers. Styles like the Lee Loco chore jacket, the 191 denim jacket, the Whiz It Coverall dungarees and the iconic Carpenter Pant were part of the sartorial tapestry which helped build America. Each of these iconic styles returns for AW19 as a tribute to the people who helped build the modern U.S. as well as the brand which clothed them. Shop your own style at uk.lee.com / www.instagram.com/leejeanseurope
Steeped in almost 130 years of history, heritage denim brand Lee® is recognised as a founding father of the modern denim movement.
Handpicked from the city’s wealth of talent, the Kansas community of today have been chosen to showcase the new collection because of the love that they have for Lee Jeans, their city, and because they share the same passion for innovation that motivated H.D Lee.
With the same spirit that H.D Lee founded his now iconic brand, these doers, makers, builders and creators are modern-day pioneers crafting something built to last and which represents their great city. Spanning a range of creative industries – from fashion and music, to food and design – the brand’s casting reflects Kansas city’s rich melting pot of talent.
The campaign stars hip-hop artist, Kye Colors, the co-founders of Brasstacks, Kevin and Molly Jarvis, Chef and owner of The Russell restaurant, Amante Domingo, Yes You Are songwriter and frontwoman Kianna Alarid, stylist, Amy Appleton Dreyer, and Paper Planes bass player and record producer, Danny Santell – who also produced the music to accompany the moving image campaign.
Selected for their love of Lee Jeans and Kansas City, this next generation has also been shot on film, speaking about what the city and Lee Jeans means to them.
The brand has also used the city itself to help tell the story of its history, with the campaign shot across significant locations. The Crossroads district is city’s lively arts neighbourhood. It makes a perfect backdrop for the brand’s FW19 collection as it was formerly the freight district from where Lee’s workwear would be transported across the country.
This neighbourhood also represents the new energy of innovation and creativity in Kansas, qualities that are key to the ongoing success of Lee Jeans. The Crossroads area is also home to the first Lee jeans building. Founded in 1917, a little after the invention of the iconic “Union-All” overalls, this red-brick building is where the brand’s first pieces of inimitable workwear were made.