Let me start right there with collaborations. How does Lee use new collaborations to try different things and flex its creative muscle?
Well, it’s amazing because there are a few great examples, you guys being one of them. You always want to see what each brand is going to bring to the table and the magic that comes out of that.

Then, when you think about our collaboration with you, it’s a similar thing. We have deep roots in streetwear, street culture, music. Anything cool that happened in the ‘80s and ‘90s, you can pretty much uncover some Lee products captured somewhere in the imagery. A collaboration with a company like The Hundreds brings a new consumer, a new awareness, and also a new perspective along with different elements that we haven’t talked about in a long time. The way that you brought Buddy Lee to life in a new way is amazing.

The Hundreds is all about storytelling and Lee does that really well too, and a lot of it is built on nostalgia. We want to go back and relive our favorite moments and we want to tell younger generations about those moments in meaningful ways. Especially in fashion, everything is so cyclical, so how do you farm your archives for pieces you think will work again?
A competitive advantage that we have over most denim brands and quite frankly, brands in general, is that we have roots in workwear, we have roots in the military, we have roots in streetwear, we have roots in almost every industry. So when you think about fashion being circular, one year it’s about the military, the next year it’s about work, the next year it’s just about John Cougar Mellencamp denim. We have true stories to tell about every facet of fashion. From punk rock to cowboys, we were there. So when you think about, for example, when we started collaborating with The Hundreds, it wasn’t hard to mine our archives, which we have probably one of the most beautifully maintained archives around. If about picking out pieces that speak to your design team that you can adapt and tell a story around.

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