top of page
THIS SITE SHOWING:
product & CREATIVE DESIGN
BRAND knowledge
COLLABORATION LEE X HENRY
​
MY ROLE:
Head of design and buying. creative director for the stories, products ideas each season together with the design & production team.
LEE Jeans, 125 YEARS OF HISTORY AND AUTHENCITY
The aim was to take the brand and the range into give more attraction from millennials in line with the LEE DNA and history and together with the global direction and marketing campaigns.
SO SHOWCASING BELOW:" a short view on a seasonal ranges and creative direction and collaboration set in Melbourne, Australia.
1/2
Lee Jeans
With over 125 years of history, the job as Head Of Design for Lee Jeans, is broad. A brand with such a deep history needs to be nurtured in a special way.
Lee is the signature of quality, innovation and durability.
​
The Role
Full responsible for the concept (guys & girls) and the progress of the brand. The role requires me to oversee the overall design strategy, creative direction including adding innovations to the denim business, design and buying process, responsible for a design and buying team based in Melbourne. Presenting the range and strategy at inhouse line release to owners, CEO, salesteam and marketing. Presenting the collection and innovations to major retailer and buyers at showings.
​
​
​
​
​
​
SEASONAL STORIES
Lee Seasonal stories​
Seasonal stories stretches over 6 months and are divided into 2 main ranges, Q1 and Q2. Creative direction stretches over the full quarter but with newness not to become stagnate over one season.
New silhouettes and innovations are introduced
during these periods.
​
Urban Creators.
Our scene is the city, linked closely to music and creativity. Urban creators is al about photorapgy, art and denim.
COLLABORATIONS
Co-Labs
​
Collaborations and injections is the way that we did close to market capsules. Exploring creative people or just releasing denim innovations, they both have the same purpose - To deliver on excitement.
​
Lee X Henry
Henry Jock Walker is a creative artist based in Sydney, whos speciality is painting while exploring, signature colors are blue, orange and white.
We took our denim experience to create some kick ass denim, HJW created some art, siomplified into artworks and a co-lab logo.
DANIEL IVARSSON
Design director
bottom of page