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Sandra Halliday Published
October 12, 2025
Denim brand Lee Jeans is launching its kids offer in Britain and EMEA for the first time with the boys’ range debuting this season and the girls’ offer next year for SS23.
Covering ages three to 16, jeans fits include a mix of slim, straight, loose and relaxed styles. There are also key details such as branded rivets and shank finishings, as well as the label’s jacron back patch, “which is sustainable,” we’re told.
Pieces includes carpenter jeans and trousers, plus a Western denim shirt and denim jacket, workwear-inspired heavy brushed twill checked shirting, and sweats and T-shirts — some of them in denim-look materials.
The washes used focus on classic indigo and darker shades, which Lee said are “timeless bestsellers for the brand”.
The range is produced under license by Brand Machine Group (BMG), which also creates products for a host of high-profile fashion, sports and outdoor brands. Prices range from £16 to £80.
The company said retailers carrying the line will include portfinokids.com, Zalando.com, Boozt.com, and some Lee stores.
Tom Duncan, Brand Director at BMG said: “We wanted to work in denim and to partner with an originator such as Lee is exceptional. The brand's pioneering spirit and youthful energy matches the group's commitment to work with only the best within the sector.”
BMG specialises in global licensing and partners with Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, Lyle & Scott, Original Penguin, and the US Polo Assn. It also produces several of its own labels.
