Consumers Demand Comfort – and Lee® Jeans Delivers with Innovative Products

As a well-known leader in denim innovation, Lee® jeans is confident that denim is here to stay, even with the increasing popularity of activewear. While the athleisure trend offers the ease of everyday loungewear, the 125-year-old denim brand believes nothing can replace the classic style, structure and versatility of a well-crafted pair of jeans – especially when recent denim innovations from Lee rival the comfort of activewear.

“At Lee, comfort is definitely at the forefront when developing new products,” said Angela Primavera, vice president and general manager for Lee female merchandising. “As we move forward and navigate this new territory, our mission is to have the comfort revolution apparent in all of our products – it is our number one priority and objective. From waistband stretch to ensuring that our fabrics provide softness and flexibility, Lee is dedicated to innovative denim solutions that provide comfort and style seamlessly.”

This fall, Lee introduced three denim innovations focused on comfort and looking good: Curvy Fit, Easy Fit and Active Comfort Denim. Each of these lines were created to satisfy consumers’ desire for more comfort while creating a fit that flatters.

• The new Curvy Fit Collection features a No-Gap Waistband and Modern Tilted Rise, meaning it is mid-rise in the front and higher in the back. These features ensure the jeans won’t create an unwanted gap around the waist where female curves lie. Made with a high-stretch denim fabrication and ultra-flexible waistband, these jeans are soft, smooth and hug curves in all the right places providing ultimate comfort.
• Made with revolutionary Slimming Stretch Fabric, the new Easy Fit Collection was made for females who lead an active lifestyle. The fabric of the jean stretches up to 65 percent, so it feels similar to a yoga pant but has all of the style and structural benefits of denim.
• Lee Modern Series Collection for men features one of the most premium and innovative fabrications yet – Active Comfort Denim. This premium ring spun denim features a unique blend of fibers with four-way flex designed for extreme range of motion.

“Lee has pushed the envelope in terms of fabric innovations. We’re not only creating denim with high stretch, but we’re also looking at the overall feel of the denim and how we can add more softness to it,” said Primavera. “Lee strives to co-develop really exceptional, premium blends – blends that offer the mobility and comfort of activewear and includes the spirit and look of denim.”

According to Primavera, the athleisure trend has inspired the product design and development teams at Lee to look at denim innovations in a new light – a light that highlights ultimate comfort but does not sacrifice the versatility and style of jeans.

For more information about Lee, please visit www.Lee.com, also visit the brand on Facebook, www.Facebook.com/LeeJeans, Instagram, www.Instagram.com/LeeJeans, Twitter @LeeJeans or Pinterest, http://www.Pinterest.com/LeeJeans.

About Lee®

Lee®, a VF Corporation (NYSE:VFC) brand, is an iconic American denim and casual apparel brand. Lee’s® collections include a uniquely styled range of jeans, pants, shirts, shorts and jackets for men and women — girls and boys. Backed by 125 years of authenticity, Lee’s® consumer-focused innovation, versatile styling and superior comfort continues to inspire generations of brand loyalists. Committed to the community, the company founded the Lee National Denim Day® in 1996, an annual event that has now raised more than $91 million for the fight against breast cancer. For more information, please visit www.lee.com.