[Beijing, 2 April 2014]
125 years ago the authentic denim
brand, Lee, was born out of a spirit of curiosity and a passion to make better
denim wear. This was the start of a long history of dedicated craftsmanship
that has led to the iconic metropolitan
denim brand we know today. To celebrate Lee’s 125th
anniversary, the ”Lee Archive Tour” willlaunch in Beijing from April 2-7 and continue on to several other Asian
cities. Together with a number of exciting activities, the Tour will feature27 rare archive items and the
“Lee 101+” 125th anniversary limited edition jeans, all presented in a striking
two-storey exhibition center.
Among the key attractions at the Tour
will be an exhibition of never-before-seen collaborative works exploring
“the essence of denim”by the
world-renowned master
photographer Nobuyoshi Araki.
Singer-songwriter, Khalil Fong, will also join the celebrations on the opening
day on the 2nd April.
27 priceless exhibits pay homage to Lee’s long history
Throughout the years, curiosity
has driven a passion for denimthat has contributed to Lee’s many innovative
achievement during its 125-year
history. Opening in Beijing on April 2, the “Lee Archive Tour”promises to be a unique experienceduring
which visitors will witnessLee’s
passionate pursuit
of high-quality denim and feelthevibrant vibe radiating from each and
every vintage garment exhibited.
As you enter the exhibition
center, in the 751 Train Square in 798 Art Zone, your
attention will firstlybe grabbed by 125 “Buddy Lee”Dolls wearing the ‘Lee 101+”
125th Anniversary limited edition outfits. Firstly created in 1922,
Buddy Lee was an endearing advertising mascot that has been representing Lee
since then. The Buddy Lee with new looks reveals our denim passion from past to
the present over 125 years.
A key feature of the Tour are 27
historic Lee archive items, which have been collected from all corners of the
world that the oldest items was produced in 1910s. These fascinating items are living
proof of Lee’scommitment to staying curious through the ages andconstantly
finding new ways to make better and more sophisticated products to cater to modern
city lifestyles.Altogether
these precious items provide a unique glimpse into 125 years of the continuing
Lee denim legend and Lee’s fascinating history of purposeful, designdriven by a
constant curiosity for the endless possibilities in life.
Ms Jean Svadlenak, the long-time
historian of Lee Jeans (U.S.). Jean from Kansas, where denim originated in the
U.S., shares her insights into the heritage
of the Lee brandthroughout the tour and tells stories aboutthe historical
significance of the garments which are categorized into Work Wear, Western Wear
and Leisure Wear.
Lee’s Creative Director Hidekazu
Hosokawawill also be at the Tour to talk about Lee’s purposeful designs and
passion for denim. Hailed as a denim expert, Hosokawa has been with Lee since 1990, which makes
him the perfect man to reveal Lee’s brand culture,
design principles and craftsmanship.
“Lee 101+”
reinterprets Lee’s tradition of purposeful design
In a tribute to the iconic“Lee 101” jeans,whichhave been reveredby generations of
denim lovers as the finest of all classic cowboy jeans, Lee created the “Lee 101+” 125th anniversary limited edition
in aunique re-interpretation of the original “Lee 101”.
This
season,“Lee 101+”introducesnew design elements and adds a contemporary touch to the existing authentic
detail of the classic “Lee 101”. Both
the latest “Lee 101+” and thelatest “Lee 101”from United States will be displayed
in a tribute to the outstanding craftsmanship of Lee over the past 125 years.
Lee x Araki. Stay curious and discover the essence of denim
In
a unique anniversary project, Lee has collaborated with Nobuyoshi Araki, the internationally-celebrated
master photographerto explore the nature of self through denim. Araki, who shares the same passionate curiosity as Lee, excels
in capturing the truth of life from a special aesthetic angle, with a unique
photographic style of his own. For this collaboration, Araki has captured the organic
nature of denim craftsmanship and the finer side of denim wear using Polaroid and film cameras, which
produce the most natural photo effects. Araki’s work will debut in the Lee
Archive Tour in the hope of encouraging each and every
one of us to stay curious and discover our true selves.
Photos
of ‘Lee x Araki’ co-op project.
Celebrate with us and Khalil Fong
Supermodels Jin Dachuan and Emma Pei, Li Qi
the famous Chinese photographer and Mei Ning Chiu, the up and coming designer
from Taiwan,will
join hands to celebrate Lee’s 125th
anniversary.
These artistes will create some uniquely new denim wear trends for “Lee 101+”
by blending the inspirations they obtained from the curiosity in their cities.
Talented singer-songwriter Khalil Fongwillperform
live on stage to bring the Lee 125 celebration to a thrilling climax.
Come
and celebrate with us!Join in the fun
and feel the vibe. Try your hand at making your own denim wear and finding out
about denim craftsmanship first hand at our Denim DIY workshops. Participate
in WeChat games and soak up more surprises!
The activities in the Beijing “Lee
Archive Tour” will run from 2 - 7 April. After Beijing, the tour will share
Lee’s passion for denim in Japan, Philippines, Thailand, Australia and India. The
Lee 125th anniversary website is now live at http://lee125.com. Visit us and get
to know more Lee’s resolute spirit of curiosity through 125 amazing brand
stories.
The Lee Asian Archive Tour will start
in Beijing at 751 Train Square in 798 Art Zone.
Lee - the
Legendary Jeans Label since 1889
Lee is one of
the world’s most iconic signatures of quality, innovation and craftsmanship.
Following the establishment of the “H.D. Lee Mercantile Company” by Henry David
Lee in Kansas, U.S., in 1889, Lee started on its journey to becoming a
legendary denim brand. Over the years Lee has made history with its many
product innovations such as the world's first-ever zip fly jeans –the 101Z in
1926, the iconic 'Hair-on-hide' leather label and the 'Lazy S' back pocket
stitching. From the launch of the 1st Lee bib to the13oz '101' cowboy jeans,
Lee has demonstrated an undying passion for innovation, and has transformed
itself from a practical and durable work wear maker to a
contemporary-and-trendy fashion giant.
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