Lee launched a global equity campaign called “Built Like Lee” for this Fall 2025.
The campaign style is digital-first, crossing TV/out-of-home/digital/social, a 30 second long ad spot – see below:
As you can see, a recurring visual motif is the Lee button itself – used as a visual cue connecting generations.
The campaign is meant to lean into Lee’s heritage in denim and workwear, and also connect to a new generation of wearers. Like builders, doers, optimistic people who just “show up.”
That’s why the models are shown in everyday settings, wearing denim looks, not with over-styled perfection, but functional, lived-in aesthetic. The attitude is all about being natural, not overly posed or editorial. The idea is authenticity, not perfection.
The campaign showcases iconic styles like the women’s Loose Trucker Jacket and men’s 101® Rider Jacket. Re-imagining these classics for a new generation, celebrating Lee’s expert craftsmanship and lasting appeal.
The campaign also features a curated selection of essential pieces such as denim staples, stylish outerwear, and versatile layering options. Delivering wardrobe essentials for both men and women, all rooted in Lee’s distinctive design aesthetic.
You can shop for the items from the campaign here.
