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Lee Jeans: Make Way


An age old question: Does the denim define the wearer, or is it the other way around? We say it’s the second one. You make your jeans interesting. The life you live in them. The dumb ideas. The half-baked memories. The id. The ego. The late nights and open road. Discordance. Acceptance. Contradictions. The idea was Make Way. We made a newspaper amongst other things. Ink, paper, tangible, impermanent. Very Lee.

This was a campaign developed for lee jeans in 2019. Unfortunatily, lee chose to go with something else - Which means you can hire me to do this for you instead! words + PArtner joe Beutel.