Stitching Together your Legacy
Lee 101’s Fall/Winter campaign takes us to the bustling metropolises of Seoul and Tokyo, where the spirit of innovation meets the heritage of craftsmanship. Join Lee and six local creatives as we celebrate the art of living through denim, where every location, piece, and person tell a story of tradition and forward-thinking.
Welcome to Tokyo
In Tokyo, where tradition and innovation blend seamlessly, three distinct voices of the denim world share a vision under the Lee 101 Way of Life. Together, they navigate the iconic city's contrasting energies, showing how heritage denim adapts to both the fast-paced streets and the quieter, reflective spaces of this ever-evolving metropolis.
"My dad gave me a pair of his Lee101 jeans that he's worn for decades. I spilt ketchup on them, but I still love them and hang them in my room as a show piece."
- TAKERU OIWA
Seoul’s 101 Way of Life
For our latest shoot in Seoul, three distinct creative voices come together to interpret the Lee 101 Way of Life. Vintage denim collector Jihyun Lee, fashion designer Ha-neul Lee, and content creator VIVA each bring their own style to the campaign, letting the world see how Lee 101 fits into the diverse and dynamic fabric of their historic home city
"I tend to collect vintage and denim. They make for great pieces to match any style. With denim, I think it's cool that the more you wear it, the more it changes."
- HA-NEUL LEE
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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