Lee to draw Gen Z followers with past-meets-the-present assortment
Lee introduces a revised range for a new generation
lee, the legendary clothing brand known for its timeless denim style and innovative apparel, has announced the launch of a new collection for Gen Z on its website. The Digital First collection aims to attract new brand fans with products from the past and present – retro looks from the brand's archives that have been updated with a contemporary twist.
The capsule was inspired by Lee of the 90s and celebrates curated nostalgia through classic jackets and jeans mixed with graphic t-shirts, flannel tops and hoodies with legendary Lee images and logos.
This collection is the first of several initiatives by Betty Madden, Lee's global design director. Since joining the brand in January 2019, Madden has focused on redefining the essential 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 Lee has proudly worn over the decades," said Madden, vice president of Global Design, Lee.
“What is exciting about Lee is that our history runs parallel to the history of denim. We were there when denim shifted from workwear to fashion in the 50s. We're with the late 80s mom jean and street style 90s. Now we are reaching generations with styles that inspire their lives. "
The brand worked with a group of content creators to showcase the versatility and energy of this collection. The capsule is up to size 35 for women and 42 waists for men. Flannel tops and sweatshirts combine patterns and graphics that appeal to everyone.
