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Text Muna Noor
Images Lee Cooper

British denim brand Lee Cooper is clocking up a milestone this year – it’s 100 years old and still rocking harder than ever. From its East End roots, the original M. Cooper Overalls Ltd has gone from ‘workwear’ to ‘mustwear’.

The instigators of the ‘front zip’ ladies jeans launched in the 50s which went on to create a public ruckus to the coloured jeans that saw out the same decade, Lee Cooper have always been on top of trends and technology. The tartan slacks and bell bottomed hipsters of the 60s, the checked pants and colourful corduroys of the 70s, to the skin tight’ jogging jeans’ complete with drawstring of the 80s and the first slack/jean and ring spun denim of the 90s, Lee Cooper have checked all boxes like a limit-testing rebel.

To celebrate it’s 100th year, the oldest denim brand in Europe has launched a barrage of creative initiatives, among them a series of competitions including the Lee Cooper Centenary Jeans Competition, The Lee Cooper Centenary of Jeans Video Competition, with the winning entries going on display at the recently concluded Bread And Butter exhibition in Barcelona; and The Lee Cooper Centenary Photography Competition which will be displayed at the 100 Years Exhibition of the Lee Cooper brand.

On the home front, Lee Cooper blows out the candles and breaks out the bands as Meet Uncle Hussain, The Times, Bittersweet and They Will Kill Us All take over the stage, and DJ Bunga of Twilight Actiongirl takes the floor hostage with the best of British indie and new rave. It all culminates when the latest collections available on home turf are unleashed on the runway.
This season Lee Cooper has collaborated with French designer Jean-Charles de Castelbajac for JCDC Denim Edited by Lee Cooper, and if cult high street fave Topshop has Kate Moss then watch out world, Lee Cooper has Lou Doillon. Model face of Chanel, Givenchy and Miu Miu, half-sister of Charlotte Gainsbourg by mother Jane Birkin and all round muse and fashion icon of the highest order, Lou Doillon for Lee Cooper, which debuted in Harrods in March bears Dillon’s signature ultra high-waisted shorts and jeans style. Plus looking as sharp as they are fast and strong, the Great Britain team head to the Olympics in a Lee Cooper designed outfit. No word yet on when these premium collections will reach our shores, but you can hit up Lee Cooper stores to check out their Key Fit, Red Diamond, The Beatles collections and the much lauded paint-it-on-look X Fit Lycra 360 degree Stretch Denim.

For further information, please visit www.leecooper.co.uk.

Lee Cooper concept stores are located at
T-018, 3rd Floor, Mid Valley Megamall, Mid Valley City, Lingkaran Syed Putra, KL. T: 03 2284 7318
T-222, Level 3, The Gardens, Mid Valley City, Lingkaran Syed Putra, KL. T: 03 2287 4437
Level 5, Lot 505, Pavilion, 168 Jalan Bukit Bintang, KL. T: 03 2145 1008
Lot G1.05 Ground Floor, Sunway Pyramid Shopping Mall, 3, Jalan PJS11/15 Bandar Sunway, PJ. T: 03 7492 0497

This report was published in the August 2008 issue of JUICE.

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