Lee Cooper unveiled a collaborative project at a busy private view yesterday Thursday July 23rd in the heart of London’s Seven Dials WC2. The British denim brand teamed up with East London urban art collective All City and renowned artist Ronzo and his fictional character Jonny Fu on the launch of a unique pop up space and exhibition entitled City Escapades.

The opening was attended by a diverse mix of edgy bloggers, stylists and trend setters, who were welcomed by an endless flow of cocktails and beer. Bigger than Barry residents Chesus & Rodski played sets throughout the evening, providing suitably fitting beats for what was a visual extravaganza.

The involvement of Lee Cooper– although remaining faithful to its musical and artistic roots – sees the brand exploring a more underground territory. “Collaborating with All City and Ronzo was a fantastic opportunity for Lee Cooper to discover the world of street art. It gives Lee Cooper an occasion to reach a wider edgier online community” says Audrey Beylemans, Head of Marketing at Lee Cooper.

A dozen pairs of Lee Cooper jeans were pre-customized by All City, and played an integral part of the exhibition. The jeans depicted urban landscapes and graphics, printed in All City’s signature style. The limited capsule collectionis now available for press shoots upon request, following which the customized jeans will then be offered to the public through competitions organized with key press titles.

Hot off the press … A second event is set to take place in the pop up store – watch this space for more news and surprises!

City Escapades Pop Up space

24th July – 9th August 2009, open daily from 11 am to 7pm.

37 Endell Street Covent Garden WC2