LOVE
Love hurts.Make History
In the second half of 2008, Lee introduced the “Make History” campaign in Asia Pacific to provide an energetic platform of self-expression for all passionate youngsters to capture engaging moments in their lives and share their true stories.
The Lee “Make History” campaign has created a new channel of communication and shared dialogue for users from all walks of life with a deep passion for life. It has attracted many cross-cultural, diversely-themed, true and personalized entries, showing contestants’ extraordinary creativity, and sharing their views, pursuits and dreams. Its aim to share the true passion of youth and capture engaging moments in their lives has been achieved.
By building upon the strong bond established between Lee and its customers over the years, the “Make History” campaign features real life stories in people's own words and images. Both Lee and the contestants share the same value of 'TRUE PASSION' in their work. It was this same passion that spurred LEE to first introduce the zipper into cowboy pants in 1926, making denim fashion history.

