Next to the 501, the Lee 101 is one of the most iconic jeans fits. As a tribute to the company’s heritage the ’101′ collection of contemporary fits based on archival classics has strengthened Lee’s position in the commercial premium denim market, and today Lee has clearly stepped out of Levi’s’ shadow and in many ways gotten ahead in terms of coolness. We take a closer look at one particular jean that has helped pave the way for Lee’s newfound attractiveness.
Fashion shows always makes people bring out their best worn in denim, and at the Gallery International Fashion Fair, which was held from the 9th through the 11th of August 2012, we spotted a bunch of beautiful jeans. We’ve picked out only the best for your inspiration – notice that one of the wearers is a girl, a rarity to find in the tough world of dry denim.
This report has been on it’s way for quite some time now. Actually, I first thought about doing it when I was in Berlin in January and didn’t meet my friends from Lee there. Well, if the mountain won’t go to the Muhammed, then Muhammed must come to the mountain, as the saying goes. So I went to visit the Scandinavian Lee headquarters to have a look at the fall/winter collection for 2012.
One of the shopping related highlights of my visit in Amsterdam back in April was Tenue de Nîmes where I had a chat with co-owner Rene Strolenberg. The shop is beyond compare the best denim shop in the city and I actually visited it nothing less than three times during the weekend I spent there. I just had to get back to have another look. But the greatest feature of the shop is actually not all the premium denim brands themselves, it’s how they’re mixed in with each other. You have high-end classic Momotaro jeans right next to fashionable skinny Acne jeans. And with every visit you discover something new.
The fashion industry is always on the move and if you’re not paying attention it can be hard to catch up. Also, there’s a lot of hot air and the constant sloughing that characterises the business makes it common to witness shops and retailers “shopping” around between brands and fashions. All that being said, after 15 years in business Pede & Stoffer is a veteran, and the air has certainly not gone out of the balloon.
After one very active year as a denim reporter, I’ve often heard the Swedish store chain SOLO mentioned. Until recently I had not set foot inside one myself, but I had an expectation of what it would be like, and let’s just say it was met. I only visited one of the “mothershops” on Norrmalmstorg in central Stockholm, but in this review I will project my observations to the other stores. SOLO is stuffed to the brim with an overwhelming supply of goods, and apparently this sales strategy works. You can question the aesthetics of it and the shops are somewhat hodgepodges, but the fact is that SOLO is a success, and they truly know how to sell jeans.
Here’s an update from the Støy Munkholm-Lee 101 project which was launched back in early September. The boys have been visiting with the local barber in Aarhus, where one of the participants in the project actually work - everyone was obviously wearing Lee jeans 101. Soon you’ll be able to read more about what the other participants are working with and what they put their jeans through daily, so keep an eye on the project at Støy Munkholm website.
Under mit besøg på forårets Bread & Butter messe i Berlin var jeg så heldig at få en rundvisning hos Lee af Peter Faerch, som er salgschef for Lee i Skandinavien. Faerch er stor denimentusiast og dybt fascineret af, at denim konstant ændrer sig. Intet tekstilprodukt er lige så højt elsket som jeans og med undtagelse af læder er denim det eneste materiale, der bliver smukkere med alderen.