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Lee Jeans X Jemel Shabazz Back To Today Campaign

Back in the 1980’s Lee Jeans was very popular in the hip hop scene. The so-called B-boys and B-girls would love to dress in Lee next to their Adidas Superstars, Kangol buckets hats, and Cazal sunglasses. Icons as Run Dmc and Grandmaster Flash rapped about Lee in their lyrics. But also within the graffiti scene the brand name popped-up. So to team up with photographer Jamel Shabazz was a natural step for the new Lee campaign. Jamel is a groundbreaking photographer with unforgettable images of the birth of the hip hop scene.

For the campaign shoot, they went to New York City for that typical hip hop vibe. The location which he used are the same streets and neighborhoods that are in his Original Back to the Days photo album. In the campaign, we see not only the models, but also Shabazz’s network of friends and creative people, typical New Yorkers who have the authentic hip-hop style. Among those ‘stars of the street’ include the street style icon the Bronx Kool-Out-K and DJ Lee Rock.

Limited Edition Photo Book

The result of the Lee X Shabazz collaboration has ended up in a limited edition photo book with the same title as Shabazz’s famous photo album. This tribute to the Back in the Days photo book celebrates the hip hop style from the ’80s and puts it in a fresh new jacket, with the best Lee’s Spring Summer 2019 campaign.

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Written by Wouter
I'm the founder of Long John. Next to running this daily magazine I'm working as a freelance marketing specialist for brands and retail. Specialized in denim.