By Joy Agoylo
A century of denim, distilled into one evening. Lee Jeans marks the 101st anniversary of its signature 101 line with a refined showcase at Trunk By Shoto Gallery in Tokyo, where archival rarity meets modern relevance, fronted by Asia Pacific ambassador NCT JAEMIN.
The Archive, Reimagined
Inside the gallery, Lee’s legacy unfolded with precision. The new Lee Japan 101 collection was set against a backdrop of historic pieces, including an original 1925 101 jean, vintage Storm Rider jackets, and rodeo silhouettes that defined the brand’s early identity. The presentation was deliberate, less retrospective, more a study in permanence.
NCT JAEMIN in Focus
In his first official appearance for the brand in Japan, NCT JAEMIN delivered a quietly commanding presence, dressed entirely in the latest 101 offering. Clean lines, considered denim, and a natural ease underscored the brand’s shift toward a younger, global audience, without losing its core.
Engaging with the archive, he spoke to the tactile power of the pieces, emphasizing their longevity and the idea of denim as something to be kept, worn, and carried forward.
A symbolic welcome from Lee Japan President Shuichi Tawara, an indigo bouquet, closed the moment with subtle ceremony, honoring both heritage and new beginnings.
Enduring, Evolving
More than a milestone, the event reaffirmed the 101 as a constant in an ever-changing fashion landscape. Since 1889, Lee has built its name on innovation, from pioneering zip-fly construction to defining denim signatures that remain instantly recognizable.
At 101 years, the message is clear: legacy isn’t static. It moves, adapts, and finds new expression, this time, through the lens of a new generation led by NCT JAEMIN.
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