Li's development course

From 65438 to 0889, Henry David Lee founded H.D.LEE.Mercantile Company in Kansas City, USA, producing and selling jeans. After more than a century of development, LEE brand jeans have now become one of the three classics of American denim clothing. Since 1986, the company has successively launched brand series suitable for consumers of all ages, thus establishing a solid and huge cowboy kingdom. LEE's long history has made it one of the mainstream jeans in the United States, and its products have maintained a certain level and value from both traditional and avant-garde perspectives. In the United States, the three traditional denim brands are Levi's, herdsman and LEE respectively, and the later brand CalvinKlein is regarded as fashion jeans to distinguish it from traditional jeans. Levi's has the longest history, herdsman has the strongest cowboy style, and LEE is the best-selling and most popular. Lee's model has always been suitable for a wide range of people, with a large age span, and the customer base is naturally the largest.

Today, LEE sells well in more than 200 countries and regions around the world. 1995, the king of jeans with a history of one hundred years officially announced his entry into China.

Brand history

1889, H.D. Lee Mercantile Company founded Lee brand jeans in Kansas, USA.

19 1 1 year, Mr. H. D. Lee saw the great potential of the durable work clothes market and introduced the first protective Lee Bib overalls. The unique multi-pocket design not only facilitates workers' work, but also becomes one of Lee's classic models.

1924, in order to consolidate its leading position in the field of overalls, Lee introduced a kind of 13 inch Li pound jeans, and specially made a pair of jeans for customers who are pursuing high quality, such as railway workers and seafarers-this is the famous 10 1 series. Today, it is still popular.

1926, Li Faming introduced the world's first zipper jeans series101z. From then on, workers no longer have to worry about unbuttoning their jeans.

1936, the famous horsehair collage (so-called large leather label) began to appear on the back waist of jeans. This big leather card quickly became an important symbol of Lee, and became his exclusive identity authentication. At the same time, the concept of cowboy fashion became popular. Lee introduced the classic knight denim jacket and jeans, and then the sales increased greatly.

1944, Lee created the S-shaped sewing thread on the back pocket, which looks like a pair of American wild horns from a distance. Like the big leather card, it became a symbol of Li's pure bloodline.

From 65438 to 0949, with more and more women working, the women's clothing revolution began immediately. Lee seized the opportunity to enter the women's market and launched LadyLee Riders, a kind of women's jeans.

1954, James Dean and Marlon Brando appeared on the screen in Lee jeans. Since then, jeans have changed from work clothes to fashion.

From 65438 to 0969, Lee was acquired by VF Group, an experienced clothing industry, and began to enter the international market, successively entering markets such as Scotland, Belgium, Spain and Brazil.

From 65438 to 0975, Lee landed in Hong Kong market and developed in Japan, Australia, Southeast Asia and other Asia-Pacific regions.

1982, Lee introduced stone blue jeans, which was the fashion vane at that time.

1995, Kai-Fu Lee officially landed in China. After years of hard work, Lee has established close ties with its target consumers-the fashionable and innovative young generation.