Buddy Lee was an advertising mascot for Lee Jeans. When Buddy was introduced it was immediatly a classic! In those time it was totally new to bring such a marketing tool like a doll. The doll, a promotional item for the company from 1920 to 1962, was brought back as the star of television advertising for the company’s Lee Dungarees line from 1998 until the mid-2000’s. Sales manager Chester Reynolds, later Lee’s board president, came up with the great idea of using a doll to model miniature versions of the company’s clothes for store displays. True innovation in retail! Nowadays the vintage Buddy Lee doll is a rare item and you are lucky when you find an original from the early days. Here’s Buddy Lee!

The Buddy Lee story;


Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.