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The traditional American denim brand Lee presents its new campaign based on honesty and truth.

The ‘A Lee don’t lie’ campaign was photographed by Terry Richardson,  and it consists of three portraits with three distinct themes representative of how each Lee item of denim adapts to the personality of whoever wears it:

“A Lee is you” presents a naturally cool vibe with American model Riley Keough.

“A Lee is washed with your sweat” captures the optimism of youth with a temperamental young guy, model Isaac Weber, his stare and protruding bottom lip reinforcing a feeling of rebellion.

“ A Lee never ages” featuring model Andre Van Noord, reinforces the eternal appeal of Lee denim; still producing high quality products after 120 years, and the idea that you can still have attitude no matter how old you are.

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