Refreshingly Retro

To celebrate the over 80-year connection between Coca-Cola and Lee Jeans, the two have buddied up for a vintage-meets-modern collection

American culture during the 1930’s flourished with nationalistic pride and artistic marvels–the Star Spangled Banner became the country’s national anthem; and inonic structures such as the Golden Gate Bridge and Empire State Building were completed. For Coca-Cola, the celebrated soda beverage brand was hopping from door to door delivering bottles of happiness via workers dressed in Lee Jeans uniforms from head to toe.

This partnership marked the start of an over 80-year friendship that holds true until today. In celebration of this authentic connection that has transcended decades of changing cultures and tastes, Coca-Cola and Lee Jeans launched a fresh fashion collaboration titled Real Buddies Since 1930, paying homage to their heritage collections by giving them a modern touch.

Based on the original Lee Jeans work-wear uniforms from the Coca-Cola archives, Lee has created a modern interpretation of this classic piece with a more fashion-forward cut. Lee’s mastery in denim craft is also seen in the elongated rider jackets and carpenter jeans that exude modern utilitarianism. These, contrasted with a classic Coke graphic tee or a cropped hoodie, give the overall timeless look a dash of character. Light touches of Coke embroidery add a unique flair to these wardrobe staples.

Digging deeper into the annals of Lee’s history, their famed Union-All which debuted in 1913 makes a stellar return, featuring light touches of Coke for an unmistakable vintage look. Along with this, Lee’s classic 91J denim work coat is dyed in a lively hue of Coke red–a sure head-turner piece from the entire collection. Prominent on the left sleeve is an embroidery of the famous Spencerian script logo Coke has been using since the 1900’s, symbolizing the two brands’ history and authenticity proudly on display.

Lee has demonstrated an undying passion for innovation, and has transformed itself from a practical and durable workwear maker to a contemporary and trend-setting fashion giant. But amid this burning passion is a warm embrace and a salute to a real buddy that has tread the same path of cultural transformation.

For more information on the Coca-Cola and Lee Jeans collaboration, visit leejeans-ap.com. Follow Lee Jeans on Facebook @leejeansphilippines and on Instagram @leejeansphils.