LEE DENIM DAYS: THE MOST COMFORTABLE JEANS YOU’LL EVER WEAR

Location: Manila, Philippines

Outfit: Denim Button Down (Lee), Jade Fusion Denim (Lee), Shoes (Hawkins)

In a day in-day busy metro pace, it’s a challenge to find a breath of fresh, creative air amidst the cityscape. Free-spirited and always curious millennials thrive for spaces they can call and modify into their own, transforming them into their personal brand of culture and lifestyle. Thanks to denim innovator Lee Jeans, the city life will never be the same for us, the urban creators.

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 Cityan Asia-Pacific-wide campaign that called out for raw, creative and authentic ideas in livening up their cities.

This passion was then translated into images and videos shot through urban creator’s lenses, all beautifully compiled in the platform www.refreshthecity.com.

For this refreshing pursuit, 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. It began last July 11 at Robisons Place Manila, imagine how busy and chaotic the streets are in that area? I was stuck in traffic for almost 4 hours that day, so upon arriving at the event, I was surprised that the Robinsons Place was transformed into a semblance of an outdoor city park. Here’s what went down at the event plus my first time to try on a pair of Lee’s JadeFusion denim–a.k.a. the most comfortable jeans you will ever wear.

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DENIM PARTY

Denim Days sounded off with the much-awaited Denim Party on its last day, July 15. Winners of the Refresh the City Asia-Pacific photo contest were announced, with the creative champion taking home 20,000 pesos worth of prizes plus his work being displayed on LED billboards along EDSA. Weekly winners bagged limited Lee Denimite usb.

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DENIM REVIVAL

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! Old jeans dropped by three customization stops to be of new form: leather patch with monogramming, silkscreen printing and patches stations!

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BIKE THE MOMENT

Bike The Moment is an urban cycling platform which advocates refreshing city culture, by designing a musical bike with product designers from KaCaMa, to enlighten the city with beautiful musical bike. It is a handcrafted tool to delight people and introduce the beauty of slow living. People used to pursue their goals as quickly as possible, but when we try another route at another pace, we can broaden our horizons and discover a new city which gives us space for our imaginations to blossom. We believe that it’s time to bike the moment, and find a new way to refresh city culture.

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BOOKNITURE:  A FURNITURE HIDDEN IN A BOOK

An urban creator’s way of setting up a creative and portable seat within the concrete jungle at any given time to break away from the scene and be the ones to set their heart and city’s speed. I was lucky to be one of the few who were able to take home one of these! I can’t wait to use it!

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LET’S GET CRAFTY: CUSTOMIZING MY OWN DENIM TOTE BAG

Guests had a blast customizing their own Lee denim tote bags, string bags and pillow cases! You can choose from different patches and you can even have your name on them!

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URBAN CREATORS

Urban creators Camie Juan, Vina Guerrero and I ran micro contests on our respective domains, giving away 10 Lee Denimite usb, three 5,000-peso gift certificates plus booknitures! Tasteful tunes from Cathy Frey and Emel Rowe got the city dwellers moving, live mannequins graced the indoor park in style. Lee Style Army 2012 Best Model and Tv celebrity, Franchesca Diaz-Floreindo flaunted her fashion during this yet another successful Lee production.

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A BRAND WITH A HEART

As part of the advocacy, 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.

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JADE FUSION: THE MOST COMFORTABLE JEANS YOU’LL EVER WEAR

 Looking for jeans that feel as good as they look? Style got refreshed when the award-winning technology of JadeFusion Denim was introduced. This denim innovation brags of smart temperature regulation thanks to jade gemstone particles integrated in your favorite Lee jeans. The quick-dry element and superior comfort + style of JadeFusion won the bronze Edison Award for the denim heritage brand. Basically it’s the perfect jeans if you live in a tropical country like the Philippines. You guys have to try on a pair for you to find out what I’m talking about!

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Lee is not yet done transforming the city into a creative domain of urbanites and an expression express of the adventurous. Dream of more denim days to come from the 127-year old expert in denim culture. More about the Refresh The City campaign on my previous blog post + see how I styled 3 looks from Lee’s current collection (click here). Feed your curiosity and follow the tracks to Lee Jeans Philippines Facebook page here.

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