13 Apr. 2010
LEE REVAMPS LONDON STORELee has overhauled its flagship store on London’s Carnaby Street. The space opened in 2003 and was the brand’s first standalone shop in Europe. Refitting it marks the implementation of a new Lee Black System that mixes black mdf-material with wood and vintage furniture. Additionally, more room for displays has been created.
The store presents the full range of offerings by the brand, including the main collection for men and women, Lee 101 and The Archives. The ground floor is dominated by Lee’s denim library, featuring a wall of blues and blacks that shows a wide range of fits and finishes. Meanwhile, Lee’s premium 101 range has its own space, marked out by a white wall, a top display shelf and signage on a wall column. A separate Lee Archives wall completes the offer. Down below, women’s jeans and clothing claim the entire space.
The Black System has been rolled out to other Lee stores and will be implemented during the revamp of the Paris store.
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