lee jeansLee Jeans has donned Hill+Knowlton Strategies as US AOR for a rebranding of the Kansas-based denim apparel maker.

The work, awarded following a competitive review, includes media relations, influencer relations, social media, content creation, messaging, and overall rebranding strategy for Lee, which is owned by apparel giant VF Corp.

Kansas City-based Crossroads was the incumbent.

Lee's VP of marketing Kim Yates said H+K will be a "critical partner as we conduct our brand reinvention.” Lee in October tapped Yates from Procter & Gamble to lead the rebranding in a bid to reach a younger audience and retain its current customer base. 

Molly O’Neill, executive VP and US practice leader for marketing communications at WPP-owned H+K, heads the business from New York with support from Los Angeles-based SVP Ted Donath and New York-based SVP Jennifer Mylett.

O'Neill said Lee helped create the jean category, but added that while its legacy is important, Lee's "culture of innovation" is producing "affordable fashions that are of-the-moment using new fabrics that look great while allowing wearers to move with ease."