Retailer and manufacturer of denim wear and casual wear partners with H+K U.S. on brand reinvention and relaunch
NEW YORK, May 9, 2016 — Apparel leader Lee® Jeans has selected global communications consultancy Hill+Knowlton Strategies as their new agency of record in the U.S., H+K announced today. H+K will serve as strategic counsel to Lee as it launches its first major rebranding campaign in over a decade.
The multi-regional H+K U.S. team is being led by Molly O’Neill, who joined H+K in 2015 as executive vice president and U.S. practice leader for Marketing Communications. Based out of H+K’s New York City office, O’Neill is an industry-recognized expert in consumer public relations and marketing, making her an ideal fit to lead the account. She will be supported by senior vice presidents Ted Donath on the West Coast, out of Los Angeles, and Jennifer Mylett on the East Coast, in New York City, both with considerable marketing communications experience under their belts working for major luxury, beauty, and fashion brands worldwide.

Lee, one of the most widely recognized brands in casual attire and jeans, is owned by parent company VF Corporation, the largest publicly held apparel company in the world. This new account puts H+K at the forefront of one of Lee’s most significant brand reinventions in its 125-year history.
“Partnering with Lee gives us an opportunity to represent the brand that helped create the category more than 125 years ago. Their legacy is important but not more so than their culture of innovation, which is producing affordable fashions that are of-the-moment using new fabrics that look great while allowing wearers to move with ease,” O’Neill said. “We couldn’t be more honored to contribute to their rebranding efforts and reintroduce this great brand to media, influencers and consumers.”
H+K will utilize their team’s combined expertise in fashion and consumer marketing to work collaboratively with Lee in traditional media relations, influencer relations, social media, content creation, messaging, and overall rebranding strategy.
“We are thrilled to welcome H+K as a critical partner as we conduct our brand reinvention,” said Kim Yates, VP of Marketing, Lee. “H+K came in with a clear point of view, strong creative ideas, great chemistry, and engagement across the board. They are the perfect partner to us, especially at this important time in our rebranding efforts.”
About Hill+Knowlton Strategies
Hill+Knowlton Strategies, Inc. is a leading international communications consultancy, providing services to local, multinational and global clients. The firm is headquartered in New York, with more than 80 offices in 50 countries, as well as an extensive associate network. The agency is part of WPP, the world’s largest communications services group. Learn more at www.hkstrategies.com.
About Lee®
Lee®, a VF Corporation (NYSE:VFC) brand, is an iconic American denim and casual apparel brand. Lee’s® collections include a uniquely styled range of jeans, pants, shirts, shorts and jackets for men and women — girls and boys. Backed by 125 years of authenticity, Lee’s® consumer-focused innovation, versatile styling and superior comfort continues to inspire generations of brand loyalists. For more information, please visit www.lee.com.
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