Iconic American brand Lee has launched a new vintage shopping vertical on its website called, the “Lee Archives”. The 133-year-old denim company has a rich history; worn by cowboys, workers, and movie stars alike, and includes vintage designs like the Union-All, the Rider Jacket, and 101 Rider Jeans. With this launch, Lee is leaning in to Gen-Z’s preference for preowned clothing, which a recent study predicted will “make up 27% of the average resale buyer’s closet by 2023. An homage to vintage lovers who scour shops and flea markets for Lee relics, bringing secondhand looks to the forefront also taps into Lee’s larger mission of sustainability.
The first products to launch in the Lee Archives are the Lee Storm Rider Jackets ($225) likely produced in the 1960s and ’70s. Defined by its signature details including a corduroy collar, blanket lining, and quintessential Lee zig-zag stitching, many will recognize this jacket as one worn by Marilyn Monroe in one of her most famous photos (taken while filming The Misfits in 1961). The Rider Jacket dates back to 1948 when it was originally designed and advertised to cowboys, while the Storm Rider (a lined version) was introduced in 1953.