Betty Madden targets Gen Z with first collection - insidedenim: Glo InsideDenim

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Betty Madden targets Gen Z with first collection

17/09/2020
Betty Madden targets Gen Z with first collection
Lee has launched a collection targeted to Gen Z, the first initiative from Betty Madden, the brand’s global design lead, who took up the role in January 2019.

The online collection aims to attract younger fans – born 1996 to 2010 - with updates of retro looks from the Lee archives.

Ms Madden said: "Denim and youth culture have always gone hand in hand, and this collection was inspired by the many artists, rebels and musicians who have proudly worn Lee throughout the decades.

"What's exciting about Lee is that our history runs parallel with the history of denim. We were there when denim shifted from workwear to fashion in the 50s. We are associated with the 'mom jean' of the late 80s and the street style of the 90s. Now, we're reaching multiple generations with styles that inspire their life."


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