〜Lee House Mark〜

 

Good evening. This is Uemura from WEST.

Today's blog is about Vintage.

 

Following on from the previous Vintage Blog, we're focusing on this...

 

One of America's three major denim brands

is "Lee."

 

・The brand's history began in 1889 as a wholesaler of food and general merchandise.

・In 1911, it started its own workwear business.

 

This time, we'll focus on Lee's "House Mark."

 

(1920s / Whizit House Mark)

 

In 1913, the "Union Alls" coverall appeared as a uniform for the U.S. Army.

This led to a sharp increase in Lee's recognition.

 

(1920s / Union Alls House Mark)

 

 

In 1924, the "Cowboy" 5-pocket denim was born.

 

It's said that the house mark was attached to workwear.

I personally have never seen a Cowboy denim with a house mark, so this is just a theory.

 

It's believed that the house mark was used on 5-pocket denim until around 1936, just like on workwear.

 

Why only until then? Because around 1936,

a different tag was attached to 5-pocket denim (Cowboy).

 

(1938-45 / Red Tag with rolling 'e') →

*There are older red tags than this.

 

If you're talking about the most popular tag for Lee workwear,

it's definitely the "House Mark."

 

The house mark changes with the era,

so it can also be used as a material for identifying the period.

 

The "House Mark" that was adopted since the start of business in 1911

disappeared around the mid-1940s, so

it's fun to delve into its history.

That's how I'd like to conclude this time.

 

 

If you're watching our YouTube channel,

you might already be curious about something, but

 

"Last Resort Horizontal Expansion"

※The details are discussed here, so please take a look.

Click here for the video.

 

With "left-hand twill" denim and the "house mark,"

the target era is gradually becoming clear.

 

Light ounce denim, different from both white and black tags...

And since it's left-hand twill, the fading won't be dotted but

linear, which I'm looking forward to.

 

Last Resort "Horizontal Expansion" = Left-hand twill denim

This is completely new denim, different from the Last Resort we've developed so far.

 

Last Resort "Horizontal Expansion" will be unveiled at the

"2024SS Preview Exhibition" held at the end of September,

so please wait a little longer.

 

Thank you very much.

 

 

Last Resort denim started with the original white tag.

To analyze the XX fabric of the 50s,

we cut into deadstock denim from that era,

scientifically analyzed it, and created original LAST RESORT denim from scratch,

which is as close as possible to XX fabric.

 

※For more details, please check out our YouTube channel.

Episode 1

Episode 2

Episode 3

 

Here are the three models of the original white tag.

 

JELADO Age of Longing 301XX【JP94301】

JELADO Universal Slim 312ZXX【JP94312】

JELADO 55Denim(55 denim) 313XX【JP94313】

 

And the black tag was released as the second series.

 

JELADO Age of Longing Black tag 301EXX【JP94301E】

 

※Currently, the main sizes are out of stock at both JELADO stores and online.

We will make an announcement on our blog and both stores' official Instagram when pre-orders begin,

so please keep an eye out for that.

 

One more thing...

We have opened a VINTAGE JEANS Glossary on JELADO's online store, based on JELADO's interpretation.

Please take a look!!

You can go to the page from here, so please check it out!!