Lee jeans and denim jackets were staples during the 1990s.
The American brand was part of the big three in denim production along with Levi’s and Wrangler.
Though it remained successful, Lee lost some of its mainstream buzz over the years.
Now, it’s trying to attract a new generation of devotees who have sustainability on their minds.
The best way to do this? Collaborate with clothing giant H&M.
Lee X H&M sees both brands taking leaps into the world of sustainable fashion with the collection including H&M’s first 100% recycled cotton jeans (made from 80% post-industrial waste and 20% post-consumer waste) and a non-cotton denim jacket made with TENCEL™ Lyocell and LENZING™ ECOVERO™ Viscose.
Inspired by 90s style, the collection is filled with statement pieces from Lees’ extensive archive and essential jersey pieces and accessories.
If Lee wishes to speak to a younger generation, this collection will make its voice loud and clear. The designs are made for Gen Z and their style preferences.
Wide, relaxed and carpenter style jeans are met with dungarees, dungaree dresses, crop tops, hoodies, bucket hats and more.
And all are made with sustainable materials.
After receiving criticism in recent weeks for the lack of size inclusivity in its Simone Rocha collaboration, H&M has made sure the same issue does not apply here.
Many of the items in the collection are available in the brand’s H&M+ range, which caters to a size 4XL.
Helena Helmersson, CEO of H&M Group, said of the collaboration: ‘We have a huge responsibility to change how fashion is made and produced.
‘A big part of this change comes through collaboration, sharing ideas and pushing for a sustainable future. H&M is proud to collaborate with Lee, to show how we can make denim in a better way.’
Some of our favourite items include the denim corset tops in both blue and white denim and the slouch straight jeans.
Then there are the many crew neck tops and jumpers adorned with the iconic Lee branding that hit us with intense 90s nostalgia.
The full Lee x H&M collection drops on February 11 and prices start at £9.99.
Credit: Original article published here.