Lee Fall/Winter 2013

2-Screen-Shot-2013-10-08-at-11.07
ReTHINK Eco-Friendly Denim Collection
Defining Real Environmentally Conscious Denim

For the Fall/Winter 2013 season, Lee continues with
its “Stay Curious” theme, focused on driving the ardent young ones to explore the world
around us. Highlighting the curiosity we are born with, this campaign hopes we can
keep discovering and exploring more through new, amazing experiences.

Lee ReTHINK Collection: Defining Real Eco-Friendly Denim
We contemplate over future possibilities out of curiosity, taking a pro-active approach to
an environmentally friendly existence. Lee introduces the ReTHINK Collection by
implementing eco-friendly concepts in everyday wear while preserving the original
washed details and textures that its denim is meant to have.

Instead of following the industry practice that focuses only on using less water, the Lee
ReTHINK Collection thinks differently to preserve more and utilizes different kinds of
resources based on its century-long denim-production experience. Starting from the
very first step of cotton plantation, up until the final production stage, the focus is on
saving water, reducing carbon emissions and conserving energy.

How Eco Friendly is Lee ReThink?
Water Footprint (L) Lowered by 49% on average
Carbon Footprint (kgCO2e) Lowered by 39% on average
Energy Demand (MJ) Lowered by 36% on average
Lee responsibly tracks raw material sourcing and monitors production processes,
ensuring that every step meets international standards of sustainable
development — and that extra costs are not levied on consumers. RESET Carbon Ltd,
an international environmental protection organization, has assessed the ReThink
Collection and acknowledged its standards.

99 Eco Friendly Tips from Buddy Lee
To reduce carbon emissions, save water and conserve energy, Buddy Lee offers 99
eco-friendly tips as part of the ReTHINK Denim campaign. Go to http://leejeans.hk OR
Lee Jeans Hong Kong Facebook for more information. To win Lee ReTHINK Denim,
please post your creative eco-friendly ideas on Lee Jeans Hong Kong Facebook!
Starting from October 11, Lee will set up a toy vending machine at the Lee Hong Kong
Flagship store in Causeway Bay. Simply insert a special token, get a ReTHINK tip from
Buddy Lee, and find out more on how to win different promotional discounts or prizes!

Store Locations:
Lee Flagship Store
G/F, 12 Pak Sha Road, Causeway Bay, Hong Kong Tel: 2776 1411
Lee Free Standing Store
2502A-B, 2/F, The Gateway, Harbour City, Tsim Sha Tsui Tel: 2633 9995
Shop M-57, V City, 83 Tuen Mun Heung Sze Wui Road, Tuen Mun Tel: 2246 8539
Lee Shop In Shop
3/F, Sogo Causeway Bay, Hong Kong Tel: 2831 3976
B2, Sogo Tsim Sha Tsui Tel: 3556 1104