Wazzup Pilipinas!
Nowhere does the cultural heritage of the Americas - the delineating design of popular culture—come more alive than in a classic pair of Lee Jeans. Inherited in the brands DNA is 125 years of craftsmanship, innovation and purposeful design. Lee Jeans has created history in ways that we see, wear and experience denim now. To celebrate this more-than-a-century of inventing functional fashion, the “Lee Archive Tour”, was created - a curated collection of iconic Lee pieces - to tour around the Asia-Pacific region starting with Beijing, Japan, the Philippines, Thailand, India and Australia.
Building the exhibit from the ground up, the two-storey contemporary metal-and-wood structure will first be constructed in Glorietta and deconstructed to be put up again in Robinson’s Place Ermita and then to SM Mall of Asia. The Lee Archives serves not so much as a museum as a chronicle of fashion firsts, denim die-hards will see where much of the current jean innovations started from.
The exhibition space opens with a visual play on repetition: at attention are 125 limited edition “Buddy Lee” dolls wearing customized and shrunken to proportion 101+ denim replicas—complete with miniature hardware and stitch detail. “Buddy Lee”, 92 years old and cherubic faced as ever is the brands mascot and has been since 1922. In the earlier days, Buddy was used as an advertising product, a convenient traveling tool to showcase new styles but now he’s more of the brand’s symbol of heritage and an endearing icon for Lee.