Problem: Lee’s brand positioning is as disastrous as North Korea.
Insight: Jeans are illegal in North Korea!!! Furthermore, Lee is the second most common surname there.
Solution: Send a big denim "fuck you" to Kim Jong-Un.
Lee will launch a clothing line inspired by North Korea, here is some of the catalogue to the 'Nuclear Spring' collection.
PR Stunt: Lee will collaborate with Supreme to drop a pair of jeans that can only be bought in North Korea.
In-store experience: Lee stores will be redesigned to look like fake North Korean supermarkets with a guard stood out front.
Stores will also run escape rooms.