02
Denim For Everybody
brand
brand
Riders By Lee
Riders By Lee
Type
Type
Creative Rollout
Creative Rollout
,
,
Brand Identity
Brand Identity
Year
Year
2020 – Ongoing
2020 – Ongoing
About
About
Denim For Every Body was developed to challenge conventional denim marketing and redefine how inclusivity could show up authentically for Riders. Rather than token representation, the brief was to create a platform grounded in real people, comfort and everyday confidence. Honest casting, natural styling and a relaxed unpolished aesthetic ensured the work felt credible rather than performative.
What began as a single campaign evolved into a long-term creative platform rolled out across multiple shoots and seasons, establishing a consistent visual language that supported category expansion and broadened audience appeal.
The results backed it up. Wholesale sales grew 30% at launch, e-commerce increased 19% year on year, and the customer base expanded 18%, driven by tailored campaigns across petite, plus-size and classic fits.
Denim For Every Body was developed to challenge conventional denim marketing and redefine how inclusivity could show up authentically for Riders. Rather than token representation, the brief was to create a platform grounded in real people, comfort and everyday confidence. Honest casting, natural styling and a relaxed unpolished aesthetic ensured the work felt credible rather than performative.
What began as a single campaign evolved into a long-term creative platform rolled out across multiple shoots and seasons, establishing a consistent visual language that supported category expansion and broadened audience appeal.
The results backed it up. Wholesale sales grew 30% at launch, e-commerce increased 19% year on year, and the customer base expanded 18%, driven by tailored campaigns across petite, plus-size and classic fits.
Credits
Quote
