Celebrating Lee and Coca-Cola®’s 80 years+ friendship

Celebrating Lee and Coca-Cola®’s 80 years+ friendship
Campaign Visuals
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Lee X Coca-Cola

 


Celebrating a connection that stretches back more than 80 years, Coca-Cola® and Lee Jeans are launching a new fashion collaboration, inspired by the official Coca-Cola Bottler uniforms which Lee created in the 1930’s.

Inspired by the official uniforms for employees of bottlers of Coca-Cola which Lee created in the 1930’s, this year’s Coke X Lee collaboration takes work-wear and gives it a modern fashion twist, celebrating Lee’s 130 years of purposeful craftsmanship and innovation in creating practical-and-durable yet classy-and-fashionable creations. Back in the 1930’s, Lee’s uniforms for bottlers of Coca-Cola were neat and smart with head to toe stripes.

The current collection takes cues from the two brands’ most iconic elements throughout history: stitching reflecting Coca-Cola’s Dynamic Ribbon and Lee’s Lazy S, the Spencerian script, the contour bottle, Lee’s spade-shaped back pocket and others.

This collection, themed “Real Buddies”, the campaign is a salute to the long and lasting friendship between two brands that have an authentic connection. The work takes a refreshingly retro approach to fashion advertising that defies category conventions. Inspired by vintage Coca-Cola and Lee Jeans posters from the 1940’s and 1950’s, the campaign features modern day moments captured using vintage illustration techniques instead of fashion photography.


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