Dive Brief:
- Denim brand Lee has released its first unisex apparel collection, a collaboration with China-based streetwear Roaringwild, the company announced last week.
- The capsule features pieces inspired by the 1980s art and music scenes, specifically synthpop, new wave, post punk and house, per the release. It includes graphic tees, denim jackets and oversized jeans.
- The collaboration is Roaringwild’s first with a denim brand, according to the release.
Dive Insight:
The collection is Lee’s first entirely unisex collection, which marked a “big step,” for the denim brand, Brigid Stevens, global vice president of marketing for Lee, said in the release.
Its launch comes as people are becoming increasingly comfortable mixing traditionally gendered fashions, according to a report earlier this year from Highsnobiety. Another unisex streetwear collaboration launched last month between Willy Chavarria and Pacsun.
The Lee x Roaringwild collection is priced between $80 and $230 and is sized from XS to XL. It’s available on Lee’s websites and stores in the U.S. and Europe, and in China, the collection will be available through Lee stores in the region, as well as through Tmall and Red online platforms. It’s also available in Roaringwild’s owned stores and websites in China and select markets.
“The inspiration of this collection comes from electronic music and youth culture, especially the part of electronic music,” Meng Bing An, creative director of Roaringwild, said in the release. “...The graphic design was inspired by art of the ‘80s, particularly the pattern of sound waves. We also mixed our tailoring with the classic [Lee] silhouette. Altogether the collection represents a rebellious spirit.”
Roaringwild was founded in 2010 by a group of college friends and has hopes of becoming the Chinese equivalent of streetwear brands Stussy, Palace and Supreme.
Earlier this year, Kontoor Brands-owned Lee has collaborated with Daydreamer, Bearbricks, Dragon Ball Z and the Brooklyn Circus.
Wrangler, another Kontoor denim brand, has also leaned into collaborations this year. It introduced limited edition lines with Staud and Sandro as well as a 40-piece Barbie collection.
Kontoor separated from VF Corp. in 2019. In its most recent earnings report in August, it reported $616 million in revenue for its second quarter. Lee represented $188 million of that revenue.
