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