Lee Jeans has created a set of branded laser engraving machines at flagship stores in Shanghai and Hong Kong for customers to personalise leather patches for their denim with a minimum purchase.
The campaign is part of its Fall/Winter campaign with the launch of the new 101+ series of denim that features design details on rivets, stitches and patches.
Developed by TBWA Hong Kong, the campaign introduces the 101+ collection through in-store, out-of-home, digital and in print, including a selection of magazine covers.
To create unique patch designs, fans can scan QR codes from in stores to access Lee’s WeChat mobile site.
From there they can upload photos to create their own design, which can be laser-engraved on their jeans.
This campaign will be extended to the select stores in Beijing in October.
Personalised leather patch service will also be available Tmall.
This follows the first phase of the Fall/Winter campaign, which featured teaser videos of the Lee Jeans mascot, Buddy Lee’s first visit to Shanghai, Beijing and Guangzhou.
“The small and thoughtful design details of the 101+ collection, together with the exclusive customized patches, are the perfect way to celebrate 125 amazing years,” said Vincy Ho, marketing director at Lee China.
“The new series pays tribute to the original 101 series by adding new interpretations to fit metropolitan lifestyle.”