Denim brand Lee has launched an eight-piece collaborative menswear collection with Alpha Industries.

Offering a bomber jacker, denim jacket and quilted jacket along with a flight suit, pants, anoraks and a T-shirt, the collection is being retailed across Lee and Alpha-owned stores and websites across the US and a few select Asia markets,

Owner of the Lee and Wrangler brands, Kontoor Brands has been focusing on collaborations lately. The brand’s timeless styles offer a wide field for collaboration, says Joe Broyles, Global Vice President –Collaborations, Lee.

The company seeks partners having an authentic connection and appreciation for its heritage, and seek to re-interepret Lee’s iconic denim and workwear for their consumers, adds, Broyles.

Terming the collaboration as a reimaging of military inspired designs with a contemporary edge, the companies say, it combines the heritage of both brands.

In 1959, Alpha Industries entered into an agreement with the US Department of Defense to design and manufacture outerwear for military personnel. Since then, the company has been creating military-inspired clothing and design through both its own seasonal collections and through collaborations. It recently collaborated with Highsnobiety, Dr. Martens and J.Crew Group-owned Madewell.

Meanwhile, Lee collaborated with designer Paul Smith and footwear band Heydude this year. In its most recent quarter, the brand registered a 3 per cent decline in its revenue though revenues from the US increased by 1 per cent. However, the brand’s international revenues declined by 7 per cent during the quarter.

On the other hand, the parent company Kontoor has launched a new initiative called ‘Project Jeanius,’ to generate $100 million in profit improvement and savings. In Q3. FY24, the company’s revenue grew by 2 per cent, making it the first quarter to register revenue growth in fiscal 2024.