Lee Launches Debut Kidswear Collection With BMG

THEINDUSTRY.FASHION

Heritage denim brand Lee has launched a kidswear collection for boys for AW22, with a range for girls to follow for SS23, produced under license by Brand Machine Group (BMG).

Covering ages 3-16 years old, jeans include slim, straight and loose fits, as well as a carpenter style, and there’s a Western denim shirt, denim jacket, heavy brushed twill checked shirts, hooded jackets, gilets, sweatshirts, hoodies and T-shirts, inspired by Lee’s signature styles.

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.”

The Lee kidswear is being sold on BMG’s dedicated multi-brand direct-to-consumer childrenswear website, Portofino Kids, which launched in February 2022, as well as through key accounts including Zalando and Boozt, and Lee stores throughout Poland. Prices range from £16-£80.

Lee adds to BMG’s growing list of childrenswear licenses which include, Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, Lyle & Scott and Original Penguin. The company also fully owns the Penfield and Duchamp brands.