South Korea reverse exports Lee to Asia-Pacific
23/11/2021
Opting to keep denim SKUs to roughly 10% of its total collections for the present, importing some Lee 101 styles from the US, for instance, plus certain lines from Japan, the brand has instead doubled down on Barrels’ strengths in knitwear and outerwear.
Most of the articles meant for the Korean market are planned and manufactured by the licensee locally, according to reports from within the country. This has meant that, while the brand’s South Korea-based designers look to Lee’s US archive for inspiration, casualwear articles designed in and for Korea also possess a distinct local identity.
As a result, the Barrels-operated brand is now reverse exporting Lee-branded articles to clients across Greater China, Thailand and Australia, local media said, with South Korean exports of the brand only expected to increase.
Image: Lee Jeans Korea via Instagram.
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