Lee Cooper is Europe’s oldest denim brand. English by origin, but Belgian ever since a Belgian family took over its license ten years ago. Since then the collection is designed in and produced for Belgium. And how the brand has changed! Although denim has never been the most sustainable fabric, Lee Cooper Belgium has been able to reduce the amount of water it takes to produce one pair of jeans from 100L down to just 2L. Over 70% of the Lee Cooper FW21 jeans are now ‘green’. Speaking of color: the collection includes shades such as burgundy, pastel pink and even bright orange accents. Upcoming season will be comfy, but chic. The FW21 trends – from checks to varsity inspired apparel – are well represented in both men and women’s collections. The brand also replied to the need for quality denim for kids. Because quality jeans are not just for grownups.