NATIONAL: There aren't too many youthwear brands willing to hand out a $US 40,000 cheque to their target market - certainly not under the current economic climate.
But Lee plans to do just that as part of a new global marketing campaign. The denimwear giant has launched a photographic competition dubbed 'Lee Makes History', calling on individuals to submit snapshots, portraits or landscapes which "convey messages of meaning".
Entrants can submit a number of entries, with each comprising of a single photograph and a narrative of up to 250 characters.
The best entries will feature as part of an international campaign appearing in fashion magazines and point of sales material at flagship stores. The winner will also walk away with US$40,000 in prize money.
Entries close September 1, 2009.