Lee has been around for quite some time now, with 127 years of experience you can say that they know a bit about denim. Founded in 1889 as a workwear brand, Lee and their overalls led the helm of denim revolution, which in matter of decades went from being worker’s choice to be preferred by hippest of teens.*
What made Lee so popular is the fact that they recognised the need of zeitgeist and connected with the spirit of their customer at the time, a workwear brand that morphed into icon. Quintessentially egalitarian denim was embraced by all from mine workers to polo players and reached cult status by the time James Dean worn a pair of Lee 101 Riders the denim and brand Lee have reached the cult status. Fast forward 100 years from then and Lee is still capturing the zeitgeist of today. Modern, sleek, easy and authentic Lee has always been about the perfect fit communicating comfort and coolness to their audience.
At the newly revived Bread and Butter in collaboration with Zalando Lee will be amongst the featured brands giving THE opportunity to dive into their universe through music, booth set up and different activities engaging the crowd and including them into the world of Lee.
*in collaboration with Zalando xBread&Butter16