LEE Brand in depth study

Brand Research on Lee. Lee's contribution in history of evolution of Denim wear. Famous and classic collections of Brand Lee and USP of each collection with detailed imagery and data collected from store Visit.

1. Lee Jeans’   slogan has been  “Can’t Bust Em ”  since the 1940’s.

2. Lee was founded by Henry David Lee in 1889 in Salina, Kansas , as a workwear company that originally produced dungarees and jackets typical of the time.

3. In 1911 , Lee manufactured their first bib overalls , but the company did not become a household name until 1913 , when they pioneered the first full-jacket overall, the Lee Union-All. 

4. The Union-All  was marketed to farmers, mechanics and railroad workers, and was so successful that Lee opened several manufacturing plants over the next four years.

5. The 1920s were a huge decade for  Lee , seeing the birth of two of their claims to fame.  In 1920,  Lee introduced their mascot, Buddy Lee.  Buddy Lee was one of the earliest company characters used in American advertising.   Buddy was even resurrected in 1999 for a few television advertisements aimed at promoting the  Lee  Dungarees  line to youth.

6. Photo Courtesy of Find-Logos-Here In 1926 ,  Lee  was manufacturing a heavy, 13 oz. jean called the  Cowboy Pant , marketed for seamen, loggers, and (obviously) cowboys.  The  Cowboy Pant  was also known as the  Lee 101

7. and in 1926 , Lee introduced the  101Z , the first jean with a zip-fly.   With the introduction of the zip-fly,  Lee  started offering their  Cowboy Pants  with tailored sizing and inseam measurements for a more personal fit.

8. Lee’s  leather logo patch has also been through an interesting transformation as the company has evolved.  In 1936, “hair on hide” labels were stitched to the back of their jeans .   The company logo was branded directly onto cowhide to appeal to the cowboy lifestyle. Ten years after the “hair on hide” label was introduced,  Lee  switched to their “twitch” label, which symbolized a steer’s twitch as the hot brand was pressed to its hide.

9. In the 1950s, denim began making its way into popular culture.   In 1954, James Dean could be seen wearing jeans in “East of Eden,” “Giant” and ”Rebel Without a Cause”.   and  Lee  101Z Riders  quickly become one of James Dean’s jeans of choice.

10. With the budding casual market,  Lee  created their  “ Leesures ”  line, and over the next ten years developed stretch-pants and permanently pressed slacks, called  Lee  Prest . By 1970,  Lee  was exclusively catering to fashion and exporting their garments to over 80 countries.

11. These days,  Lee  has launched a new upscale denim line called  Lee  101 .   The  101 line   pays homage to the quality and craftsmanship responsible for the company’s concrete foundation, offering 13.25 oz.-13.75oz. raw Italian and Japanese selvedge  denim finished with their  signature blue selvedge thread.  

12. The  Lee 101  line features details vintage leather logo patches and the  “lazy S” stitching on the back pocket.

13. The instant classic hit, Body Optix denims are back. Lyocell fabric combined with Lycra beauty for superior fit, feel and comfort. Multiple tonal stitching on the Curved Yoke Curved whiskers It's 360° Body Shaping at its finest.

14. Black Label Collection

15. Lee Urban Riders

16. LEE 101+ 125 years of lee 101+ Lee’s Heritage denims Features: Heavier fabrics Selvedge fabrics 101+ trims Twisting the back pocket “x” Signature stitching into a “+” Benefits: Original Heritage Denims Brand DNA

17. LEE CLASSICS Evergreen denims Features: Classic lee buttons Rivets Busted seam Classic fabric and Lazy “s” pocket Benefits: Comfortable Never goes out of style Timeless Easy to mix and match

18. LEE VINTAGE LAUNDRY The true blue denims of 70’s Features: Heavy weight fabrics Washes- low, medium & high Distress- Distress, Repair work, Patch work (In patch/Out patch) Benefits: Durability Rough use

19. LEE URBAN RIDERS One of the bestselling classic collections Features: Fabric: Cool Max Fabric (blend of cotton, lycra & polyester) Breathable, strong and stretchable Gives cooler feeling (absorbs sweat evaporates fast) Comes with special trims and patterns Comfortable seat area and side seam E asy access pockets “L” shaped belt loop HDL Label 6 orange dots that represent the collection Top-wear: There are reflective back patches which glows or shines in the night

20. LEE BODY OPTIX Scientifically designed to redefine body shape Follows the 4 F’s of denims- Feature, Finishing, Fabric & Fits Features: Curved yoke and pockets and placement (To shape back area) & curved whiskers D ouble side seam (Elongates and slims the leg) F inishing (Wash/Fading)-laser technology L ycra beauty fabric- super soft hand feel & retains shape B est Selling Fits- Holly(mid high), Jegging(mid), Amy(Low), Maxi(x-low) M ultiple tonal stitching D enim Dresses in body optics- E asy dress- shading if dark and light, laser lines give illusion of slimmer body R ider Dress- mix of a jacket & skirt together with curved seam & laser prints

21. VIBE CLASSY AND CASUAL COMFORT AND STYLE REVOLUTIONARY PLAYFUL SIMPLE YET CHIC FEMININE - BOYLISH EMPOWERING FLATTERING YOUTHFUL