When you think of the US and its creative hubs, Kansas is probably not one that comes to mind. But, a little known fact is that the Sunflower State city is home to denim manufacturers Lee Jeans, which has been headquartered there for 130 years. With such a strong connection to the city, the brand has turned its attention to Kansas and teamed up with its creative-minded locals for Fall/Winter 2019.
Much like the brand’s founder Henry David Lee, the movers and shakers featured in the campaign are passionate about their craft and city. Spanning a wide range of creative fields from fashion to art and food design, the casting reflects the city’s often overlooked melting pot of talent. Among those featured in the campaign are hip-hop artist, Kye Colors, owner and head chef of The Russell restaurant, Amante Domingo, stylist, Amy Appleton Dreyer, and producer, Danny Santell – who’s also responsible for the music accompanying the video campaign.
Similarly to the cast, the locations featured in the shoot have been carefully selected for their historical significance. The city’s lively arts neighborhood known as the Crossroads was formerly the freight district from where Lee’s workwear would be distributed across the country. It’s also home to the first Lee Jeans building where the brand’s earliest designs were crafted including its signature Union-All overalls.
Alongside a look into Kansas' creative scene, the campaign gives us a peek at Lee’s forthcoming denim collection. Standout silhouettes include the Whizz Coverall with belted waist and wide-cut leg, the Rider Jacket with its iconic frontal zig-zag stitching, as well as the workwear-inspired Carpenter Pant, and one of the brand's longest-standing designs, the Loco Jacket, which first debuted in 1925. As some of Lee's most iconic designs, each of these garments boasts several signature details that mark Lee's continuous innovation over time. For example, the cross tacks on Lee Jeans' back pockets were designed to replace traditional metal rivets, which scratched saddles. Meanwhile, it's rust-proof gauge metal buttons are held in place with two-prong tack fasteners to avoid it from turning.
For the full campaign and to shop the new collection, head to lee.com.