Dive Brief:
- In an attempt to capture more of the comfort and performance market, apparel brand Lee debuted its Lee X product platform on Thursday, featuring three collections of pants and a line of shirts that use performance-based fabrics and design, according to a company press release.
- Priced starting at $40 for tops and $50 for bottoms, Lee X products feature changes like an updated gusset designed for movement, as well as moisture-wicking fabrics. The collection also includes sustainable materials, such as a patch made with recycled apple skins, the company said.
- The Lee X Move and Lee X Soft Denim pants collections are currently available via the brand’s website and on Amazon. The company will release the Lee X Lite Non-Denim pant line this Spring. The launch builds on Lee’s Extreme Motion line, which already includes stretch fabrics and flexible waistbands.
Dive Insight:
Lee’s product platform includes bottoms designed to be stretchy, comfortable and cool, as well as flexible, water-repellent shirts, per the press release.
“The jeans are built on a foundation of performance fabrics, but engineered to retain that true denim feel. And the casual pants are incredibly versatile; you’ll want to wear them everywhere,” Jimmy Shafer, global vice president for Lee, said in a statement. “I’m confident that Lee X is creating a new value equation in the market and that these styles will become new favorites of our current loyalists while attracting new consumers to the brand.”
Lee has been pouring resources into new products and collaborations in recent years. In September 2023, the brand unveiled a unisex collection in partnership with the streetwear brand Roaringwild. Last year, Lee and Diesel teamed up to create a four-piece recycled denim capsule collection priced at $350 per pair. Extending beyond its denim roots, Lee also entered into an agreement with Jack Schwartz Shoes late last year to create a men’s footwear collection. The collection will feature a mix of casual and athletic styles and will be released sometime in the second half of 2025.
Lee’s latest product releases come as the brand, along with parent company Kontoor Brands, are looking to recover from recent revenue declines. In its Q3 earnings report in November, Kontoor Brands reported 2% revenue growth to $670 million, the first time revenue grew this fiscal year. That same quarter, Lee’s revenue declined 3% from the previous year. While Lee’s U.S. revenue saw a 1% bump year over year, its international revenue fell 7% during that period.
