Lee organized their first ever Bloggers Meeting this week in Antwerpen, Belgium: home of the first Lee flag ship store, and only miles away from the Lee International HQ.
I could tell you all about the fun experience it was meeting all these (fellow) bloggers and riding the Lee tram to the center of town, getting a small but necessary brief about the brand, go crazy shopping because Lee threw in a free pair of jeans to all invited bloggers, meeting everyone more in-depth over a healthy sandwich lunch in this little café at walking distance from the store which has had the pleasure of the New York Times honoring their sandwiches, and so on… But I won’t, because if you didn’t experience it, then it wouldn’t do justice telling you more about it. (and you’ll probably only retain the free pair of jeans anyway)
It’s more appropriate to write about the Lee brand DNA and the brand experience.
A lot of denim brands are self proclaiming of being authentic, but only a few are actually entitled to say so. Lee definitely has earned this right, and their collections are good reminders of this.
Although in the past they had some weaknesses in their collection, that definitely is part the past.
Walking into their flag ship store immediately gives you a good feel of what Lee stands for. Through the use of a lot of wood and authentic items, it helps remembering you about the brand’s heritage.
Definitely with their 101 line of premium denim they’re hitting the ball right: wood logger looks, checkered shirts, premium soft denims and self-edge jeans. When you see these last 2 pop-up in a collection, as a denim lover, you know you’re in a good place (most of the time).
We all have our favorite denim brands. I have many. But I hardly get persuaded by a brand that is not honest about its heritage. So far, Lee doesn’t need to persuade me.
Check out some of the other bloggers who were there: