Lee Jeans is making a bold move by venturing into the kidswear market in the EMEA region for the upcoming AW22 season. Teaming up with Brand Machine Group (BMG), the popular denim brand aims to create and sell a new range of clothing specifically designed for children.

The debut collection will cater to boys and girls between the ages of 0 and 16, drawing inspiration from Lee Jeans’ iconic styles that have solidified its reputation as a pioneer in the denim industry. In addition to jeans, the collection will feature tops and accessories, allowing retailers to offer customers a complete and coordinated look.

Simon Fisher, the EMEA Managing Director at Kontoor Brands, the parent company of Lee Jeans, expressed his excitement about providing the brand’s iconic styles in specialized fits for kids. He commended the BMG team for their dedication and hard work in helping Lee Jeans extend its pioneering spirit and heritage styles to families in the EMEA region.

Tom Duncan, BMG Brand Director, also praised the opportunity to partner with an original brand like Lee within the denim sector. He acknowledged Lee Jeans’ pioneering spirit and youthful energy, which resonates well with BMG’s commitment to collaborating with top brands in the fashion industry.

BMG is a prominent player in the fashion industry, owning and licensing well-known brands such as Penfield and Duchamp. Additionally, the company produces licensed products for renowned brands including Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, Lyle & Scott, Original Penguin, Russell Athletic, and US Polo Assn.

Through this collaboration, Lee Jeans aims to introduce its iconic denim styles to a new generation. This expansion into the kidswear market enables the brand to further establish its presence and cater to the fashion needs of families in the EMEA region. Fashion-forward parents will soon have the opportunity to dress their children in high-quality denim that has made Lee Jeans a household name.

For more information on Lee Jeans’ kidswear collection, visit their website or check out this article on the latest fashion trends for kids: Article Link.