LEE JEANS UNVEILS NEW NATIONAL REBRANDING CAMPAIGN

Lee Jeans, a VF Corporation brand, has announced the launch of its new national rebranding campaign, “Move Your Lee.” Drawing on more than 125 years of purposeful craftsmanship and innovation, the campaign – which includes national TV commercials, a refreshed website, re-invigorated in-store experience, and digital and public relations support — brings to life company founder H.D. Lee’s mission to help can-do people do more by inspiring life in motion for people today. It takes a light-hearted approach to the concept of movement in its ads, which feature a “Lee Man” and “Lee Woman” in over-the-top scenarios that highlight all you can do in Lee jeans.

“We’re putting a stake in the ground to reclaim Lee’s status as an iconic brand, with a renewed emphasis on design and innovation through our ‘Move Your Lee’ rebranding,'” said Kim Yates, vice president of marketing at Lee Jeans. “Many Americans remember Lee from the 90’s, but that’s not who we are anymore. We have to live up to Lee’s rich heritage and ensure that our brand is as relevant as our products are. We know people are living a life in motion and need clothing that moves with them – stylishly, comfortably and easily. Our fall fashions will bring to life Lee’s commitment to movement, with superior fits designed for an active lifestyle and purposeful designs to elevate personal style. Shopping for jeans can be difficult – second only to swimsuit shopping – so we’ve designed styles to fit all shapes and sizes and enable physical expression.”

Top men’s fashions for fall ’16 include the Slim Fit, which fits close but has stretch to give men the room and freedom they need to handle anything life throws their way. Additional styles include the Athletic Fit, which features stretch throughout and offers a fit designed for men with more muscle in their hips and thighs. This new style lets athletic men wear a slimmer, more modern look, and gives extra room where they need it.

Consumers can find Lee’s newest fall styles at Lee.com and at Macy’s, Kohl’s, JC Penney, Amazon, Sears and other key national retailers. To join the #MoveYourLee movement, consumers can support via social channels and tag @LeeJeans.