LEE JEANS LAUNCH BRAND NEW DENIM FIT ‘EASTON’ FOR CAMPAIGN ‘DENIM IS OUR NATURE’
For FW22, Lee Jeans is celebrating its expert denim legacy with a campaign that highlights the brand’s natural affinity with the iconic fabric, while underlining its dedication to sustainability.
Released under the tagline Denim is our Nature, the campaign emphasises how Lee Jeans blends innovation and authenticity with care for both planet and people. Campaign imagery semaphores the brand’s values with hero outfits shot in wide outdoor expanses, under a blue sky and in harmony with nature. Carefully crafted new fits make their debut while varsity styling combines with classic workwear to drive the season’s design aesthetic. The two new styles to feature both embody the demand for denim with extra width.
For men, the Easton is a super wide fit with a high waist and a straight leg that is constructed to taper down to form a close ankle. While recalling nostalgic wide-fit styles, the result is an ultra-modern take on volume that allows men to wear their denim wider.
For women, new style Jane effortlessly meets the need for the perfect straight fit jean. With a mid-rise waist and extra room through the full-length leg, it adds volume and creates a contemporary classic with everyday elegance. A bold cuffed version of Jane joins the line-up, with the deep turn-up echoing classic workwear styling with a nostalgic mid-century twist.
That traditional workwear inspiration is woven through the range and combined with an Ivy League feel as the design aesthetic creates youthful reworkings of heritage designs.
Expect craft-influenced detailing alongside college crests and head-turning graphic lettering across chests and backs with campus-fuelled knits and Letterman jackets. It’s a Fall term on campus as turn ups feature on denim, and soft handle textures sherpa and corduroy feature alongside cosy flannel checks.
It’s all built on our For a World That Works platform, which ensures planet friendly processes are at the heart of all we do. A drive for more sustainable fibres and sustainable dyes are both key, alongside improved circularity. Sustainable blends and innovative fibres, including cotton hemp are used along with organic cotton to help reduce the impact of the range.
Sustainable dyes – including water-free foam dyeing and natural dyes are being used more across this range while increased use of recycled fabrics boosts the collection’s low-impact credentials and positive effect on nature.
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Posted by The New Collections
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