More than 80 years ago, in 1931, Lee® was the first jeans manufacturer to introduce a slim-fitting denim jacket. Later, in 1946, they added key design elements – like front pockets and the iconic zig zag reinforcements – and a denim icon was born: the Lee® Rider Jacket. So, in honour of this timeless garment, we focused on the denim jacket for Lee®’s European stores’ windows.

The open constructions we used can easily be turned, both horizontally and vertically, to be adapted to every store window’s size. They can also be taken apart completely, making it particularly easy to store them once they are no longer needed. Building these in powder-coated steel did not only give the racks a premium appearance, it also allowed us to use magnet strips for the fixation of the panels – so no glue residue after every usage.

Thanks to the magnets, fixing the panels onto the steel construction becomes a piece of cake. Same goes for switching the panels later on. We printed the images on brushed aluminium for a premium effect. By not printing the text, the shiny aluminium structure becomes visible. Just like Lee® knew back in 1946: it’s all in the details.

Design: Frank Agterberg/bca
Photography: Franky Claeys