old school attitude, reimagined for today

Celebrating 130 years of denim excellence, heritage brand Lee Jeans announced that its SS19 campaign has been shot by legendary street-style photographer, Jamel Shabazz.

With the brand’s hip-hop credentials at the forefront of its collection this season, Lee Jeans® has sifted through its impressive archive, finding pieces that are laced with that old school attitude, reimagined for today. Encapsulating the collection is generation-defining photographer Jamel Shabazz.

Known for producing some of the most enduring images of the hip-hop scene since its inception, Shabazz takes Lee’s SS19 offering back to New York City, using the same streets and neighbourhoods that are found in his original book, Back in the Days.

Alongside the models, the campaign encompasses Shabazz’s network of friends and creatives, street-casting New Yorkers whose aesthetic is imbued authentic hip-hop styling. Amongst those stars are the likes of Bronx street style icon Kool-Out-K and DJ Lee Rock, whose love of the 80s has made them local heroes and a source of international sartorial inspiration. To mark the occasion, Back to Today is set to be released as a limited-edition book of the same title, celebrating the best photographs from Lee’s SS19 campaign.

Steeped in almost 130 years of history, the iconic denim brand Lee® is recognised as a founding father of the modern denim movement. Think back to the symbolic hip-hop aesthetic of the 1980s and the one denim brand you’ll see is Lee Jeans®. B-boys and B-girls alike wore an urban uniform of straight legged Lee® jeans, Adidas Superstars, Kangol bucket hats, Cazal sunglasses and Lee® Rider jackets. This heritage, imbued with the spirit of innovation coupled with respect for tradition, has continued to shape trends, taking workwear and spinning it into something altogether more fashion-forward and modern.

Words by Alice Ierace / Photography by Jamel Shabazz

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