LEE JEANS DEBUT ITS SS19

Lee Jeans® launches its ‘Back to Today’ SS19 campaign this March.

For this campaign Lee Jeans® wanted to bring back the attitude and spirit of the brand’s hip-hop credentials, found in its catalogue of archive images from the 8os B’Boy era.

The brand enlisted one of the original streetstyle photographers Jamel Shabazz, who is responsible for capturing some of the most iconic moments from the early beginnings of New York’s hip-hop and fashion scene. Documented in his highly respected street style book `Back in the Days’, where you will spot original 8os B’Boy and B’Girls profiling Lee Jeans® with their Cazals frames & shell toes.

For this campaign Shabazz enlisted his network of friends, fellow creatives and street-cast New Yorkers. This includes Bronx streetstyle icon Kool-Out-K (@koolout_k) and DJ Lee Rock (@leerock_starski), whose genuine love of the 8os has made them local heroes and a source of international sartorial inspiration.

To mark the launch of the Lee Jeans® & Jamel Shabazz collaboration, a limited-edition hardback book has been produced titled ‘Back to Today’. The book features Lee Jeans® SSI9 campaign images as well as additional lifestyle images shot by Shabazz, accompanied by an interview with some of the cast members.