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Lee Jeans to offer a line for children in EMEA market


Lee Jeans will introduce a children’s collection in the EMEA (Europe, the Middle East and Africa) market in July. The initial fall/winter 2022 collection, which will be produced under license by Brand Machine Group (BMG), will offer boys and girls up to 16 years the complete Lee look. The collection will include the heritage brand’s signature denim styles, tops and accessories. The aim is to introduce Lee to the next generation of brand enthusiasts. The line will go to Lee stockists and children’s wear specialist retailers. It will also be available at Lee-owned and Lee-operated stores. BMG will work across the EMEA region. The focused territories will be UK, Germany, Scandinavia, Benelux (Belgium, the Netherlands and Luxembourg) and the Middle East. BMG is a UK-based licensing specialist and will be sourcing sustainable materials for the children’s collection.

The collection is another example of Kontoor Brands’ expansion strategy. Kontoor is Lee’s parent company. Children’s styles were a part of Lee’s collaboration with H&M earlier this year. Made from post-consumer recycled cotton and organic cotton and featuring non-leather back patches made from cork and jacron paper, the denim collection demonstrated the brand’s increasing focus on responsible production. Garments were made with water-saving dyeing processes and low-impact, third party-verified washing methods.


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