Brand Research on Lee. Lee's contribution in history of evolution of Denim wear. Famous and classic collections of Brand Lee and USP of each collection with detailed imagery and data collected from store Visit.

1. Lee Jeans’ slogan has been “Can’t
Bust Em” since the 1940’s.

2. Lee was founded by Henry David Lee
in 1889 in Salina, Kansas, as a
workwear company that originally
produced dungarees and jackets
typical of the time.

3. In 1911, Lee manufactured their first
bib overalls, but the company did not
become a household name until 1913,
when they pioneered the first full-
jacket overall, the Lee Union-All.

4. The Union-All was
marketed to farmers,
mechanics and railroad
workers, and was so
successful
that Lee opened several
manufacturing plants
over the next four years.

5. The 1920s were a huge decade
for Lee, seeing the birth of two of
their claims to fame. In 1920, Lee
introduced their mascot, Buddy
Lee. Buddy Lee was one of the
earliest company characters used in
American advertising.
Buddy was even resurrected in 1999
for a few television advertisements
aimed at promoting
the Lee Dungarees line to youth.

6. Photo Courtesy of Find-Logos-Here
In 1926, Lee was manufacturing a heavy, 13
oz. jean called the Cowboy Pant, marketed
for seamen, loggers, and (obviously)
cowboys. The Cowboy Pant was also known
as the Lee 101

7. and in 1926, Lee introduced
the 101Z, the first jean with a
zip-fly. With the introduction
of the zip-fly, Lee started
offering their Cowboy
Pants with tailored sizing and
inseam measurements for a
more personal fit.

8. Lee’s leather logo
patch has also been
through an interesting
transformation as the
company has
evolved. In 1936, “hair
on hide” labels were
stitched to the back of
their jeans. The
company logo was
branded directly onto
cowhide to appeal to
the cowboy lifestyle.
Ten years after the “hair
on hide” label was
introduced, Lee switched
to their “twitch” label,
which symbolized a
steer’s twitch as the hot
brand was pressed to its
hide.

9. In the 1950s, denim began making its
way into popular culture. In 1954,
James Dean could be seen wearing
jeans in “East of Eden,”
“Giant” and ”Rebel Without a
Cause”.
and Lee 101Z Riders quickly
become one of James Dean’s jeans
of choice.

10. With the budding casual
market, Lee created
their “Leesures” line, and over the next
ten years developed stretch-pants and
permanently pressed slacks,
called Lee Prest.
By 1970, Lee was exclusively catering
to fashion and exporting their garments
to over 80 countries.

11. These days, Lee has launched a new upscale denim line
called Lee 101. The 101 line pays homage to the quality
and craftsmanship responsible for the company’s
concrete foundation, offering 13.25 oz.-13.75oz. raw
Italian and Japanese selvedge denim finished with
their signature blue selvedge thread.

12. The Lee101 line features details vintage
leather logo patches and the “lazy S”
stitching on the back pocket.

13. The instant classic hit, Body Optix denims are back.
• Lyocell fabric combined with Lycra beauty for superior fit,
feel and comfort.
• Multiple tonal stitching on the Curved Yoke
• Curved whiskers
It's 360° Body Shaping at its finest.

14. Black Label Collection

18. Lee Urban Riders

23. LEE 101+
125 years of lee 101+
Lee’s Heritage denims
Features:
• Heavier fabrics
• Selvedge fabrics
• 101+ trims
• Twisting the back pocket “x”
• Signature stitching into a “+”
Benefits:
• Original
• Heritage Denims
• Brand DNA

24. LEE CLASSICS
Evergreen denims
Features:
• Classic lee buttons
• Rivets
• Busted seam
• Classic fabric and
• Lazy “s” pocket
Benefits:
• Comfortable
• Never goes out of style
• Timeless
• Easy to mix and match

25. LEE VINTAGE LAUNDRY
The true blue denims of 70’s
Features:
• Heavy weight fabrics
• Washes- low, medium & high
• Distress- Distress, Repair work, Patch work (In patch/Out patch)
Benefits:
• Durability
• Rough use

26. LEE URBAN RIDERS
One of the bestselling classic collections
Features:
• Fabric: Cool Max Fabric (blend of cotton, lycra & polyester)
• Breathable, strong and stretchable
• Gives cooler feeling (absorbs sweat evaporates fast)
• Comes with special trims and patterns
• Comfortable seat area and side seam
• Easy access pockets
• “L” shaped belt loop
• HDL Label
• 6 orange dots that represent the collection
• Top-wear: There are reflective back patches which glows or shines in the night

27. LEE BODY OPTIX
Scientifically designed to redefine body shape
Follows the 4 F’s of denims- Feature, Finishing, Fabric & Fits
Features:
• Curved yoke and pockets and placement (To shape back area) & curved whiskers
• Double side seam (Elongates and slims the leg)
• Finishing (Wash/Fading)-laser technology
• Lycra beauty fabric- super soft hand feel & retains shape
• Best Selling Fits- Holly(mid high), Jegging(mid), Amy(Low), Maxi(x-low)
• Multiple tonal stitching
Denim Dresses in body optics-
• Easy dress- shading if dark and light, laser lines give illusion of slimmer body
• Rider Dress- mix of a jacket & skirt together with curved seam & laser prints

28. VIBE
CLASSY AND CASUAL
COMFORT AND STYLE
REVOLUTIONARY
PLAYFUL SIMPLE YET CHIC
FEMININE -
BOYLISH
EMPOWERING
FLATTERING
YOUTHFUL