Yosuke Kubozuka and Airu Kubozuka Appointed as Ambassadors for “Lee 101 101st Anniversary”
Founded in the United States in 1889, Lee introduced the style number “101” in 1925.
In 2026, Lee 101 reaches a major milestone—its 101st anniversary since its debut.
To commemorate this landmark year, the “Lee 101 101st ANNIVERSARY” collection will be released on Sunday, February 1, 2026. The theme, “Past & Future,” reflects a special lineup that carries forward the craftsmanship and spirit of Lee 101—passed down over 101 years—into the next era.
Originally launched in 1925 as the Lee COWBOY 101, the model later evolved into the Lee RIDERS 101, establishing itself as a true masterpiece and a symbol of the brand. Balancing functionality with timeless appeal, its design transcends trends and eras, continuing to be chosen by those who stay true to their own sense of style.
For the 2026 anniversary promotion, Yosuke Kubozuka and his son Airu Kubozuka have been selected as ambassadors. Yosuke Kubozuka, who has long defined his own distinctive style, and Airu Kubozuka, a rising figure attracting attention as a next-generation style icon, together embody the core of Lee 101—a style that remains unchanged across time.
The campaign message, “A Spirit in Jeans — Holding on to What Never Changes,” quietly expresses this sense of universality through the presence and poise of the two ambassadors.
The “Lee 101 101st ANNIVERSARY” collection will be available at Lee directly operated stores and online malls.
