Lee's has never been a brand I look to for original ads, but this new campaign by Troyt Coburn has me thinking twice about the classic denim company. It's a truly high-fashion look at the company that can be found now in the pages of Vogue, Elle, and Vanity Fair.
This is shocking stuff for Lee.
We've got everything here. New York's attitude, Tokyo's colors, Berlin's revolt, all wrapped in the logo that we all know so well, even though very few of us in fact wear Lee clothes.
Well, that might soon change.
I find pretty much everything in these photos: skateboarding, apple store, computer games, yoga, rock concert, be cool, be relaxed, be fresh, be uncompromising, be yourself. And all of it makes sense.
This is exactly how you recreate a brand.