NEXT STOP LONDON

The second Lee 101 SS24 London shoot showcases the unique synergy of Emanuele, Illya, Niyi, and Tom, four distinct personalities that each add a layer of depth to the portrayal of the Lee 101Way of Life. Their collective presence, blending “sartorial elegance” with timeless heritage denim style, encapsulates Lee’s enduring style and craftsmanship amongst the crowded streets of London.

"For Emanuele, Lee 101 isn't just a timeless japanese selvedge denim collection; it's a bridge between the past and present, an embodiment of his timeless style and denim history."

"As his favorite pairs of jeans transforms from daily wears to archive throwbacks, Illya celebrates the journey of denim, embodying the spirit of personal expression and the enduring legacy of legendary, historic quality."

FIRST STOP: PARIS

For the Lee 101 Spring Summer ’24 campaign, we hit the streets of Paris with photographer and BMX-rider Mathieu Peladan to showcase the 101 way of life in living motion. This shoot intertwines the vibrant stories of the historic City of Light and Lee denim, showcasing a comfortable, adaptable lifestyle and the people who live it.

"Denim, to me, is a versatile piece of clothing suitable for fixing my car, riding my bike, or going out for dinner."

- Mathieu Peladan

Japanese Selvedge Done Right

Expertly crafted from Japanese selvedge denim, the iconic Lee 101 collection is back to combine the best of heritage designs with present-day innovation.

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REGULAR

RELAXED

RELAXED

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LOOSE