DIESELOVES LEE- TWO ICONIC DENIM BRANDS COLLABORATE ON JEANS CONSTRUCTED FROM UNSOLD STOCK

Lee and Diesel have announced that the new DIESEL❤VES LEE capsule is available globally, following a December partnership statement and an exclusive preview in Europe and Japan. The two denim giants are, in theory, competitors, but they have united to create a collection of jeans entirely constructed from fabric sourced from both brands’ respective unsold stock. Artisanally conceived and crafted to embrace differences in length and rise, each DIESEL❤VES LEE jean either has Diesel denim on the front and Lee on the back or vice versa. One-half Lee, one-half Diesel: every pair is one of a kind.

“Lee is proud to be part of this transformative initiative; it’s a reflection of our shared commitment to driving meaningful change by uniting our expertise,” said Simon Fisher, managing director of Lee Europe. “Through this capsule collection, Lee and Diesel redefine competition by prioritizing innovation. By joining forces, we harness our collective strengths to lead by example, one denim at a time.”

As the everyday uniform of modern life, denim is something everyone has in common despite our differences. This collaboration represents the power of denim to unite in line with both brands’ commitment to creatively finding a new use for unsold, excess inventory.

Requiring significant development to harmonize all the different fits, treatments, and sizings, the capsule has two fits and four styles playing on the brands’ combined heritage—two men’s straight fits and two women’s boot/flare fits—and features customized trim and unique details enriched with raw-cut and needle-stitched side seams.

DIESEL❤VES LEE is the first chapter in a new initiative from Diesel: DIESEL❤VES that proposes a more purposeful approach to brand partnerships, applying collective creativity to the perennial problem of overproduction.

“It’s easier to create something new than it is to repurpose a garment, especially when customers want it to look exactly like they do online,” said Glenn Martens, creative director for Diesel and the creator of DIESEL❤VES.” “The small things you do can go far and deep. DIESEL❤VES LEE is the ideal opening act for our continuous call to action with DIESEL❤VES. Two denim giants, often selling the same product with different logos, are dropping our weapons and teaming up to address overconsumption and make something good and beautiful.”

Created exclusively for DIESEL❤VES LEE, the limited-edition capsule will be sold in select Diesel and Lee stores globally and on each brand’s owned websites. The suggested retail price for the denim is 350 USD or 350 Euros. For more information, visit lee.com/dieseloveslee.