Lee
Henry David Lee, born in 1849, started his H.D. Lee Mercantile Company in Salina, Kansas in 1889.
In 1911, H.D. Lee introduced the first BIB-Overall with zipper.
In 1917, a huge workwear advertising campaign in the Evening Post gave an unpredictable boost to Lee's Union All products.
In 1920, H.D. Lee developed the Buddy Lee doll in the process of an overall shop window promotion to show the new products on a small scale.
As from 1926, one invention followed another, very first Lee jeans with zipper, the 101 Z.
In 1928, another advertising drive with the slogan: "The jeans That Built America".
In 1935, introduction of the Lee Riders jeans and the Rider jacket, world-renowned originals.
In 1936, the launch of the hair-on-hide label.
In 1943, the Company changes its name into H.D. Lee Company.
In 1944, H.D. Lee added the lazy "S" on the back-pockets, originating from the universally known longhorn.
In 1948, a whole and unprecedented women's jeans collection is being created and introduced to the trade.
Wrangler
The Wrangler story can be trace back to the year 1889.
In 1904, C.C. Hudson founded the Blue Bell Overall Company based in Greensboro, North Carolina.
He began, with help of local housewives, to sew precut pieces of denim sections together to manufacture sturdy overalls for America's working man.
In 1930, one of the major inventions by Wrangler was the revolutionary production process of a sanforized garment. This method allowed a reduced shrinking from 10 to 1%.
Wrangler introduced the first money-back guarantee, revolutionizing the industry.
In 1947, Blue Bell teamed up with Rodeo Ben, then the most famous designer of western apparel in the USA. Rodeo Ben created the very first Wrangler jeans collection and introduced the legendary 13 MWZ which has remained unchanged to this day.
In 1948, the Wrangler zipper created un uproar. Wrangler took the bold step of moving the zipper t the front for women as well; women’s jeans had the sipper on the side.
Wrangler, the first American jeans brand to come to Europe, continued its breathtaking success story. Between 1966 and 1969 during the flower power years Wrangler invented the Bell-Bottoms'Fare-Cut, the 11-0010. This style stands for the breakthrough and the leadership of Wrangler in Europe.
Since 1987, Wrangler is a brand of the VF Corporation.
Boxeur Des Rues, Marseille, France
Boxeur Des Rues. Literately "street fighting boxer". "Boxeur Des Rues" is a brand taking its inspiration from savate, the French boxing that combines elements of the western boxing with the martial arts imported (at the beginning of the 19th century) by the French sailors from the Far East and Asian ports. These techniques were developed in a fighting style used mainly in street brawls. Later, the "savate" moved into underground fight clubs around the dockyards of the most important and toughest the port of Marseille. As consequence of the huge level of betting, both written and unwritten fighting rules were defined. From that the name "Boxeur Des Rues": true sportsmen, but born and living on the streets. Therefore, the brand essence is the fusion of "streetwear" and "sportswear".
Malloy
A.J. Malloy is rooted in Nashville, Tennessee, in the heartland of the United States.
Starting from the initial production of uniforms and workwear, the Albert J. Malloy Corps. has transitioned to designing a line of sportswear and leisurewear inspired by the classic all-American lifestyle since the marvellous '50s till today.
All the garments are characterized by unusual quality, durability and innovation.
At the moment the head of the corporation is in New York City, 100 Park Avenue.
Malloy outfits represent an icon of the American way. Hence the claim: A.J. Malloy wear the American dream!
