Lee’s latest campaign, starring builders, celebrates “those who show up, the optimistic doers”.

‘Built Like Lee’ is the first campaign created by Lee in collaboration with creative agency Yard.

Jenni Broyles, global head of brands at Lee-owner Kontoor Brands, said: “Built Like Lee’ represents an inflection point in our brand evolution, showcasing how we’re evolving our voice to drive new and deeper consumer connections while celebrating the heritage that has given Lee staying power.”

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