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Chesca Daza-Floreindo(Celebrity/Lee Style Army- Best Model 2012)

In a day in-day busy metro pace, it’s a challenge to find a breath of fresh, creative air amidst the cityscape. Free-spirited and always curious millennials thrive for spaces they can call and modify into their own, transforming them into their personal brand of culture and lifestyle. Thanks to denim innovator Lee Jeans, the city life will never be the same for these urban creators.

In a quest to live up to the millennials’ goal in making every corner of their city an avenue for adventure, Lee doubled up its game by advocating Refresh the City – an Asia-Pacific-wide campaign that called out for raw, creative and authentic ideas in livening up their cities. This passion was then translated into images and videos shot through urban creator’s lenses, all beautifully compiled in the platform  www.refreshthecity.com.

For this refreshing pursuit, Lee celebrated Denim Days, a week-long festivity of brand’s inspiration to mash up its curious denim culture with the millennial vision of a better and bolder city. Beginning July 11, Robinsons Place Manila Midtown Atrium was transformed into a semblance of an outdoor city park. This event in partnership with Robinsons Department Store, included three highlights:

The Urban Creator Gallery featured the culture crafter’s Refresh the City photo and video entries into an exhibit. The adventurous also got to flip through BOOKNITURE, an urban creator’s way of setting up a creative and portable seat within the concreate jungle at any given time to break away from the scene and be the ones to set their heart and city’s speed. Different routes and slow lanes were taken when eccentric explorers biked the moment with bike enthusiasts, who made them appreciate the beauty and new imagination found in every turn.

denim revival kits

Lee’s curious roots of creativity were furthered with Denim Revival, where participants got to refresh their style with the DIY evolution of upcycling their pre-loved jeans. Urban creators had them exchanged with a discount voucher (500 off on new pair of Lee jeans purchase and 300 for other jeans) with a free denim upcycling kit for a Lee string bag, pillow or tote bag! Old jeans dropped by three customization stops to be of new form: LEATHER PATCH WITH MONOGRAMMING, SILKSCREEN PRINTING AND PATCHES stations.

As part of the advocacy, Lee donated 100 of the exchanged pre-loved jeans to Caritas Manila’s Segunda Mana fund raising initiatives directed towards youth scholarship projects and other charitable efforts for the poor.

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Caritas manila advocacy:  Cathy Reyes of Caritas Manila(acquistion editor) receiving donation from James Parry (Lee Jeans VP for Marketing communications)

Style got refreshed when the award-winning technology of JadeFusion Denim was introduced. This denim innovation brags of smart temperature regulation thanks to jade gemstone particles integrated in your favorite Lee jeans. The quick-dry element and superior comfort + style of JadeFusion won the bronze Edison Award for the denim heritage brand.

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Denim Days sounded off with the much-awaited Denim Party on its last day, July 15. Winners of the Refresh the Ciy Asia-Pacific photo contest were announced, with the creative champion taking home 20,000 pesos worth of prizes plus his work being displayed on LED billboards along EDSA. Weekly winners bagged limited Lee Denimite usb.

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David Guison


Camie Juan

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Vina Guerrero

Urban creators David Guison, Camie Juan, and Vina Guerrero made their presence and ran micro contest on their domains, giving away 10 Lee Denimite usb, three 5,000-peso gift certificates plus booknitures! Tasteful tunes from Cathy Frey and Emel Rowe got the city dwellers moving, live mannequins graced the indoor park in style. Lee Style Army 2012 Best Model and Tv celebrity, Franchesca Diaz-Floreindo flaunted her fashion during this yet another successful Lee production.

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Lee is not yet done transforming the city into a creative domain of urbanites and an expression express of the adventurous. Dream of more denim days to come from the 127-year old expert in denim culture. Feed your curiosity and follow the tracks to Lee Jeans Philippines Facebook page.

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Mr. Johnson Go ( General Manager of Robinsons Department store) customizing his Denim Revival kit

This event was made possible by Robinsons Place Manila, and media partner WhenInManila.com. #RefreshTheCity #LeeJeansPh #LeeDenimDays #DenimRevival

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