Lee Jeans to enter EMEA kidswear market for AW22 via BMG deal

By

Sandra Halliday

Published
Nov 25, 2021

Lee Jeans is to launch kidswear for the AW22 season with the new range to be produced under licence by Brand Machine Group (BMG) and sold in the EMEA region.

BMG will create a debut collection for boys and girls aged 0-16 years. The offer will be “inspired by the signature styles that have rubber-stamped Lee Jeans’ reputation as a pioneer of denim”, we’re told. 

And along with denim there will be tops and accessories to allow retailers to present a complete look in-store.

Simon Fisher, EMEA MD at Lee’s owner Kontoor Brands, said: “We are really excited to be able to offer our trademark iconic styles in specialist fits for kids. We have been really pleased to see how hard [the BMG] team has worked to help us bring our pioneering spirit and heritage styles to the whole family across EMEA.” 

BMG brand director Tom Duncan added: “We wanted to work in denim and to partner with an originator such a Lee is exceptional. The brand’s pioneering spirit and the youthful energy matches the group’s commitment to work with only the best within the sector.”

BMG is a major name in both owned and licensed fashion and owns the Penfield and Duchamp labels. It also creates licensed products under the Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, Lyle & Scott, Original Penguin, Russell Athletic, and US Polo Assn brands.