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'The Lee Cooper Clan' -To segregate style & fashion from rest
05
Dec '08
Discrimination between the uber chic and the unstylish has been resurrected by Lee Cooper with the launch of their micro site http://lcclan.in.com/ on November 21 as a stepping stone to create “THE LEE COOPER CLAN”. The launch of the clan movement marks the onset of Lee Cooper's centenary year and is indicative of Lee Cooper's commitment to segregating the ambassadors of fashion and style from the rest.

The “micro” clan now comprises of over 1000 custodians of style and fashion within the first week itself. This number is an indication of the Lee Cooper's success in creating the clan who stand for the Lee Cooper's brand personality – irreverent, rebellious and anti-authoritarian.

The microsite conveys the Lee Cooper's concept of Discrimination by Design. This concept is also conveyed through Lee Cooper's brand new ad campaign. According to Lee Cooper, discrimination and inequality is not by birth, but by style - an exclusivity that comes not from race, creed, sex or nationality, but by your clothes, style and attitude. The non-believers need to be assimilated into the stylish and fashionable way of living by joining the Lee Cooper clan and believe in the Lee Cooper way of life.

Step into the Lee Cooper Clan:
The microsite begins with a manifesto that conveys Lee Cooper's message of Discrimination by design very clearly and highlights what one should look out for before he or she dares to join the clan! The aim is not to generate revulsion in the audiences mind but rather be seen as edgy and full of attitude. This is not gory - it is just a portrayal of a stylish v/s unstylish battle, something that should come naturally to a fashion brand.

Being a part of the clan:
The clan is aimed at bringing those together who believe in the Lee Cooper way of life and know what Lee Cooper stands for. Not everyone can be part of the clan – only those who answer the fundamentals of Lee Cooper posed as questions correctly will be allowed to be a part of the clan. After all the questions are answered correctly, all the clan members must take the “Clan Oath” – one that promises persecution of the unstylish and makes the member feel like a style guardian.

What it means to be part of the clan?
Being a part of the clan stands for an exclusivity of communication directed to those who believe in the brand and believe in Lee Cooper's promise of uplifting the style quotient across nations. Members will be informed about exclusive “Clan events”, are linked to the latest “clan music” websites and are thus made to form a part of the Clan Heritage.

About Lee Cooper 1908 - 2008: Discrimination by Design
Founded in 1908 by Morris Cooper, Lee Cooper is one of the original denim brands in the world today. It has already distinguished itself as 'The Great British and Original European Jeans' brand. Since its inception, Lee Cooper has been at the forefront of British and European fashion for decades leading trends, developing innovations and driving youth culture. The brand is instantly recognized as a highly desirable and authentic brand, and as such, an integral part of Britain's colorful clothes culture.



Lee Cooper


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