~Lee Housemark~

 

Good evening. This is Uemura from WEST.

Today's post is about Vintage Blog.

 

Following on from our last Vintage Blog, we will be focusing on…

 

One of the three major American denim brands

My name is Lee.

 

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

・In 1911, we started our own workwear business in our own factory.

 

This time we will focus on Lee's "Housemark".

 

(1920s/Whizit house mark)

 

In 1913, it was introduced as a uniform for the US Army.

A transition called "Union Alls."

This incident caused Lee to become much more well-known.

 

(1920s/Union Alls house mark)

 

 

In 1924, the five-pocket denim Cowboy was born.

 

It is said that this house mark was originally placed on workwear.

Personally, I like Cowboy denim with the house mark.

I've never seen it, so this is just a guess.

 

Until around 1936, five-pocket denim also had

It is believed that the house mark was used in the same way as for workwear.　

 

Why until that time? Around 1936,

Because 5-pocket denim (Cowboy) has a different tag.

 

(1938-45/Red Tag Rolling e) →

*There are older tags than this one in the red tag.

 

The most popular tag on Lee workwear is

Definitely Housemark.

 

The house mark changes depending on the era,

It also serves as a basis for determining the age.

 

The "house mark" that has been used since the company began operations in 1911

It will disappear around the mid-1940s,

It's fun to dig into that history.

And that's how I'd like to end it for now.

 

 

If you are watching our YouTube channel,

You may already be wondering about this.

 

"Last Resort Horizontal Expansion"

 *We are discussing the details here, so please take a look.

Click here for videoFrom here.

 

"Left twill" denim... and "Housemark",

What age group are you targeting?

Gradually, the full picture became clear.

 

Light-ounce denim with different white and black tags...

And because it is a left-hand twill, the color fading is not spot fading,

I'm also looking forward to seeing where the story drops.

 

Last Resort "Horizontal Deployment" = Left Twill Denim

This is a new denim that is completely different from the Last Resort we have offered so far.

 

Last Resort "Horizontal Expansion"will be held at the end of September

This will be unveiled at the "2024SS Preview",

Please wait for a while.

 

Thank you.

 

 

Last Resort denim started with the original white tag.

To analyze the XX fabric of the 50s,

He took some deadstock denim from that time and cut it with scissors.

It was scientifically analyzed to be as close as possible to the XX fabric.

We created our original fabric, LAST RESORT denim, from scratch. 

 

*For more details, please see Youtube.

Episode 1

Episode 2

Episode 3

 

Here are the three original white tag items.

 

JELADO Age of Longing 301XX [JP94301]

JELADO Universal Slim 312ZXX [JP94312]

JELADO 55Denim 55XX [JP313]

 

The second product to be released is the black tag.

 

JELADO Age of Longing Black tag 301EXX [JP94301E]

 

*The main sizes are currently out of stock at both JELADO stores and online.

Once reservations begin, they will be posted on our BLOG and on the Instagram accounts of both stores and our official Instagram accounts.

We will make an announcement, so please look forward to it.

 

One more thing...

This is JELADO's interpretation on JELADO's online site.

We have launched a dictionary of vintage jeans terminology.

Please check it out!!

CLICK HEREYou can go to the page from here, so please take a look!!