Lee Cooper launches ‘Masters of Denims’ campaign

By

Maverick Martins

Published
Feb 22, 2023

Lee Cooper has collaborated with a host of influencers from India to launch a new campaign ‘Masters of Denims’.

With this campaign, the brand aims to highlight its dominance in the denim industry and promote their products to a broad audience.

The campaign conceptualised by Makani Creatives showcases an interview format where celebrities and influencers discuss their relationship with denim. The interviews can be viewed on the brand’s YouTube channel and social media handles.

Commenting on the campaign, Jayesh Sali, head of marketing, fashion and lifestyle at Reliance Retail in a statement said, “Lee Cooper wants to showcase its products to a broad audience, and what better way than to make use of the digital space where things are constantly evolving, and good content is the key to driving numbers.”

Yashtika Vaswani, social media head, Makani Creatives added, “Lee Cooper isn’t here to just sell their products but also interact with their viewers on social media and that’s exactly what #MastersOfDenim intends to do this for them. It’s not always the products that get people interested but the conversations that the brand tries to build by staying true to their DNA.”

In 2021, Reliance Retail and US-based business Iconix partnered to jointly acquire the brand rights to the Lee Cooper brand in India. The brand was previously manufactured in India by Future Lifestyle Fashions.

Lee Cooper was founded in London, UK by Morris Cooper in 1908 and went on to become established as a denim and casual wear brand.