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With 130 years of rich history, American jean brand Lee has always been one of the biggest players in the denim manufacturing business. Founded in 1889 in Salina, Kansas, USA by Henry David Lee, the H.D. Lee Mercantile Company was initially started with the premise of producing superior wares, however, after noticing how difficult it was to source quality workwear for his own labourers, Lee began producing his own.
By 1911, Lee jeans were of such high quality that they had quickly become one of the most popular workwear brands in the US, and so the brand extended its range to include the 'Bib Overall', which featured a multi-function breast pocket and button fly; and the one-piece 'Union-Alls', which were essentially just their dungarees stitched to one of their denim jackets and completely protected the wearer’s clothes underneath.
From the 1920s to the 1950s, Lee inventions continued to evolve - including the introduction of cowboy pants with zip fly fronts - something that hadn’t been done before, and Lady Lee Riders - marketed as the ‘best fitting jeans’ for women.
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Buddy Lee collection @knockonwood98 via Instagram
But it wasn’t just the innovative designs that led to the success of the brand. Lee became creative with their advertising and invented Buddy Lee, the adorable, bright-eyed Lee mascot which unintentionally became the second biggest selling toy of its time in America.
In the 1950s, denim began its shift from workwear into pop culture, and after movie stars like Marlon Brando and James Dean were seen wearing Lee jeans in their hit movies like ‘The Wild One’, ‘East of Eden’, and ‘Rebel Without a Cause’, the acceptance of jeans as everyday apparel became more and more popular.
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Image via leejeans.com.au
As the years went on, denim became a mainstay in everyone's wardrobes including other celebrities like Marilyn Monroe, Madonna, Bruce Springsteen and more. By the time the 80s were in full swing, Lee had completely shifted its focus from workwear to fashion, experimenting with different designs, such as bell bottom silhouettes, painter jackets, the Lee ‘Leesure’ Suit, to cater to the changing times.
To this day, Lee continues to be at the heart of pop culture with fits that remain contemporary, relevant and loved by all trailblazing icons.
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