Made to Last marked a defining shift in Lee’s brand identity. After a period of fast-trend influence that left the brand feeling diluted and disconnected from its price point, the campaign helped bring the brand back to what has always made it matter: heritage, craftsmanship and enduring quality. With a stripped-back studio approach that reintroduced a sense of authenticity and confidence, the result was a creative reset that redefined Lee’s aesthetic and set a clear visual and conceptual standard for all future campaigns.