Lee to attract Gen Z fans with past-meets-the-present collection

Lee introduces a reimagined assortment for a new generation

Lee, the iconic apparel brand known for its timeless denim style and innovative apparel, has announced the launch of a new collection targeted to Gen Z on their website. The digital-first collection aims to attract new brand fans with past-meets-the present products — retro looks from the brand’s 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 lives.”

The brand 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 waists for men. Flannel tops and sweatshirts mix and match in patterns and graphics that appeal to all.

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