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Lee Jeans and Goose collaboration

By FashionUnited

30 Mar 2006

Lee Jeans Europe has collaborated with Goose Design on the development of its brand identity. With Goose Design's help the brand has introduced new concepts, which have helped revive it.

Goose was also approached by Lee Jeans Europe to help create a new, contemporary label strategy for it. Lee Jeans has a strong reputation and rich history but wanted to develop an edgier product line with its relatively new Lee X-line collection. Goose will further help the company by providing creative direction for the autumn/winter 2007/8 collection and beyond. "Goose design has been an important partner in the re-ignition process we started during 2005 for the Lee brand in Europe," said Johan De Neil, Brand Director Lee Jeans Europe. "They brought new thinking and expertise into our brand team, which has resulted into defining a clear vision for the future and how we align the line architecture with our different distribution and consumer segments."

The new Lee Jeans vision was first showcased at Bread & Butter Barcelona and generated a positive reception. The new collections will be available in the fall of this year.