Riders By Lee Launches Made To Move Campaign

Riders by Lee, the leading national female denim brand in the mass retail channel, has launched a new campaign featuring new fits developed by Riders by Lee’s all-female design team. The ‘Made to Move’ campaign highlights three women with different body types, and communicates the movement, comfort, and confidence that comes from feeling and looking good.
The brand’s new line includes slimmer fits, on-trend details like distressing, sanding, raw & released hems, and athletic-inspired casualwear. Size inclusivity as a trend is at an all-time high, with the fashion industry seeing a shift in the acceptance of curvier figures, and recognizing the untapped market of inclusive fashion.
Joyce Markwell, V.P., Merchandising for Riders by Lee, said, “Women want apparel that is well made, fashionable and fits comfortably. We are pleased to see this new campaign communicates what our female shopper deserves and what we now deliver from a style perspective.”