It’s a challenge to find a breath of fresh, creative air amidst the cityscape. Free-spirited and curious millennials thrive for spaces they can call and modify into their own, transforming them into their personal brand of culture and lifestyle. In a quest to live up to the millennials’ goal in making every corner of their city an avenue for adventure, Lee doubled up its game by advocating Refresh the City. It is an Asia-Pacific-wide campaign that called out for raw, creative and authentic ideas in livening up their cities. A few weeks ago, I attended the Lee Denim Days event at Robinsons Manila Atrium where it was transformed into an outdoor city park.
Lee celebrated Denim Days, a week-long festivity of brand’s inspiration to mash up its curious denim culture with the millennial vision of a better and bolder city. They also launched their Jade Fusion Denim collection that has a quick-dry element and superior comfort + style which made it won the bronze Edison Award for the denim heritage brand.
Here are some of the models wearing the Jade Fusion Denim! After I took these photos, I really wanted to go to the store already and try these denim pieces. I’m a super fan of Denim I know that you guys know that so yeah, I went crazy with the whole collection! Can’t wait to wear the jumper!
The much awaited Denim Party where the winners of the Refresh the City Asia-Pacific photo contest were announced. The 1st place took home 20,000 pesos worth of prizes plus his work being displayed on LED billboards along EDSA!! How cool is that?
My co-urban creators, David Guison, Camie Juan and 1 ran a micro contest on our websites giving away 10 Lee Denimite usb, three 5,000-peso gift certificates plus booknitures. Congratulations to all the winners!
The Urban Creator Gallery featured the culture crafter’s Refresh the City photo and video entries into an exhibit.
Bike the movement. With this, we learn to appreciate life in a slow lane. It is an urban cycling platform which advocates refreshing city culture. Got to ride the bike within the activity center too with my co-urban creator, David.
The Bookniture. Who would have thought that books could turn into a piece of multifunctional furniture in just a flip? It’s very handy! A new approach to urban living where you can appreciate the beautiful things in their city anytime and anywhere.
Lee’s curious roots of creativity were furthered with Denim Revival, where participants got to refresh their style with the DIY evolution of upcycling their pre-loved jeans. Urban creators had them exchanged with a discount voucher (500 off on new pair of Lee jeans purchase and 300 for other jeans) with a free denim upcycling kit for a Lee string bag, pillow or tote bag.
There are stations where you can get a customized leather patch or silkscreen prints.
Trivia, my middle name is “Lee”. Makes me feel like i’m wearing/supporting my own clothing line haha!
Sample customised pillow and bag!
Wearing Lee Jeans Phillipines
Lee donated 100 of the exchanged pre-loved jeans to Caritas Manila’s Segunda Mana fund raising initiatives directed towards youth scholarship projects and other charitable efforts for the poor as part of the advocacy.
For more information about the Lee Denim Days and Lee Philippines, visit their Facebook page https://www.facebook.com/leejeansphilippines
#RefreshTheCity #LeeJeansPh #LeeDenimDays #DenimRevival