American denim hero, Lee have just launched their latest campaign, 'Workwear is Our Soul' across London, celebrating the art of craft.

A cult workwear brand since 1889, Lee knows a thing or two about making clothing that will stand the test of time. Over the years, the heritage denim label has found a home both in the wardrobes of craftspeople and in young creatives. For their new campaign, ‘Workwear is Our Soul’, Lee’s recruiting stylish dream-pop musician, Unflirt, and ceramic artist, Ronaldo Wiltshire, to merge the worlds of their distinct wearers.


Repping fresh talent in the music scene, Unflirt’s an emerging artist tying together dreamy shoegaze and bedroom pop. She’s just released her four-track EP, “Bitter Sweet”, an intimate retelling of young love and longing. For SS23, she’s sporting Lee’s signature jeans and a lightweight, cropped shirt.

Alongside Unflirt in this season’s set of creatives is Ronaldo Wiltshire, an in-demand ceramic artist and university tutor. The son of two potters, it is unsurprising Wiltshire turned his affections to the wheel. Under the moniker, ‘Motions of Clay’, the London-based artisan lends accessibility to the craft with online tutorials and in-person classes.


‘Workwear is Our Soul’ has just debuted across London, extending throughout key European cities in FW23. 


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