Lee Jeans debuts a brand re-fresh

Denim giant Lee Jeans has debuted a brand re-fresh, positioning itself as a contemporary jeans company with its new 'Move Your Lee' ad, social media campaign and revamped website.

The 125 year-old business, which is part of the VF Corp portfolio of brands, went back to its heritage to translate its message inspired by life in motion, freedom of movement and 'to move boldly with style', Lee's vice president of marketing Kim Yates told WWD.

According to AdvertisingAge, the heroes of the new "Move Your Lee" ad platform are the Lee Man and the Lee Woman, who each appear in his and her own 30-second TV spot. The Lee Woman is "lean, mean and covered in jean," as she works as a physician, rides a motorcycle and takes care of her kids and husband. Similarly, the Lee Man likes to crash through boardroom walls and crushes having fun as he wears his "freedom pants."

VF Corp does not release sales figures by label, however, its jeanswear division, which includes Lee, 7 For All Mankind, and Wrangler, represents 3 billion dollars of the conglomerate's 12.4 billion dollar sales.

Last week, VF Corp's brand Wrangler unveiled its own new marketing campaign, which similarly highlights the adventure and boldness of wearing good denim.

Yates stated the brand is introducing more stretch fabrics, including spandex and branded Lycra Beauty. Many styles feature cotton and Tencel blends that combine for a softer, lighter-weight fabric with strength and an authentic look.

For this season Lee expanded its collection of modern classics, re-working pieces from its archive 101 collection, using a fresh, contemporary approach. Fabrics include Japanese dry selvage denim without too much detail or heavy-handed branding, the company states on its 'inspire me' page. When this editor checked the majority of jean styles were mixed fabric - Japanese denim is traditionally only 100 percent indigo cotton - but it's 101 Z style features a high grade denim without fabric mix, and retails for 170 pounds or 200 euros.

Photo credit: Lee.com