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Lee Jeans reveals new brand direction and campaign

Lauretta Roberts
07 September 2016

Lee Jeans has unveiled a new campaign and collection which aims to reset consumers' perception of the US heritage denim brand.

Under the streamline "Move your Lee" the new campaign draws on the ethos of the 125-year-old brand's founder HD Lee by encouraging people to do more by inspiring "life in motion".

"We're putting a stake in the ground to reclaim Lee's status as an iconic brand, with a renewed emphasis on design and innovation through our 'Move Your Lee' rebranding,'" said Kim Yates, Vice President of Marketing at Lee Jeans. "Many Americans remember Lee from the 90's, but that's not who we are anymore. We have to live up to Lee's rich heritage and ensure that our brand is as relevant as our products are."

The 360-degree campaign includes a new TV ad, to be aired in the US, based around the concept of "Lee Man" and "Lee Woman" being placed in over-the-top scenarios to demonstrate what you can do in your jeans.

"We know people are living a life in motion and need clothing that moves with them – stylishly, comfortably and easily," said Yates. "Our fall fashions will bring to life Lee's commitment to movement, with superior fits designed for an active lifestyle and purposeful designs to elevate personal style. Shopping for jeans can be difficult – second only to swimsuit shopping – so we've designed styles to fit all shapes and sizes and enable physical expression."

Key women's styles include the Dream Jean and Essential Chino. Tapping into the Athleisure trend the, patent-pending Dream Jean is designed to look like a skinny jean outside and feel like a yoga pant inside, with a t-shirt-like lining and a stretchy, skinny fit. The Essential Chino is designed keep up with today's multi-tasking lifestyle, offering a versatile style with eleven colour options.

Top men's styles include the Slim Fit, which fits close but has stretch to give men the room and "freedom they need to handle anything life throws their way". Additional styles include the Athletic Fit, which features stretch throughout and offers a fit designed for men with more muscle in their hips and thighs, enabling athletic men to buy into slimmer more modern styles.

Customers are being invited to join the movement on social media by posting videos and images of themselves moving in their Lee's using the hashtag #MoveYourLee.

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