Lee® Jeans announced the launch of its new brand direction, unveiling its innovative fall collection and movement-inspired brand campaign, “Move Your Lee.” Drawing on more than 125 years of purposeful craftsmanship and innovation, the national re-branding campaign brings to life founder H.D. Lee’s mission to help can-do people do more by inspiring life in motion for people today.
“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’ re-branding,'” 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.”
Lee’s campaign is a 360 approach, including a national TV campaign, refreshed website, re-invigorated in-store experience, and digital and public relations support. This holistic approach to the brand refresh aspires to re-engage people across all channels, with the full advertising campaign launched on Sept. 6th, and Lee.com featuring a new brand tone and animated Fit Guides.
The “Move Your Lee” advertising campaign takes a light-hearted approach to the concept of movement in its ads, which feature a “Lee Man” and “Lee Woman” in over-the-top scenarios that highlight all you can do in Lee 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. Designed to look like a skinny jean outside and feel like a yoga pant inside, the patent-pending Dream Jean wraps you in softness with a t-shirt-like lining and a stretchy, skinny fit that will ensure you never want to take them off. Extending movement beyond the denim category, Lee’s Essential Chino is designed keep up with today’s multi-tasking lifestyle, offering a versatile style with eleven color selections.
Lee was one of the first brands to embrace stretch and has now brought stretch fits to men. Top men’s fashions 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. This new style lets athletic men wear a slimmer, more modern look, and gives extra room where they need it.