100 years of fine denim

Not all iconic jeans brands hail from California. Lee Cooper, the directional denim-maker, has its roots firmly planted in British soil - London's East End to be exact - and this year is celebrating 100 years of fine English denim.

The company on Wednesday announced a long-term project that will see collaborations with some of the world's most respected designers, celebrities, sporting heroes and iconic brands that include Ora Ito, Paco Rabanne, WAD magazine, Mini-Cooper, Linford Christie, Jean Charles du Castelbajac, Lou Doillon and Jitrois.

Each collaborator will develop - with Lee Cooper - branded 100th anniversary product that will be auctioned for charity in August this year at the world renowned Drouot Auction House in Paris.

in Beijing, the Olympics opening ceremony will launch Lee Cooper's clothing package for the British Olympic team.

Launched at Bread and Butter in Barcelona, the collection was a show of innovation and quality in denim products. Trade and buyers alike were taken aback by the sophistication of the collaborations and the uniqueness of the products.

To compliment the project, Lee Cooper will be producing a commercial '100' collection with jeans starting at 80 – 140 Euros, selling in Lee Cooper's stores across the globe with some of the product being signed by the participating collaborators for the auction.