One of the oldest denim brands in the world, Lee Cooper, is launching a competition for its die-hard fans who love it when their clothes have an exclusive touch. The global 102-year old brand, which now is selling its lines in 85 countries, is encouraging consumers to wear-down their pair of jeans until it acquires exclusive pattern, and then show it to public for a chance to receive nice money. This October, Lee Cooper Indonesia, Malaysia, Singapore and Thailand divisions have teamed up to launch a limited edition Lee Cooper Dry Denim collection, which will be the ‘platform’ for the contest.

The pants made of so-called raw denim can adjust to the body of the person who wears then and over some time gets the color and mold which is truly unique with all the fading, whiskering and creases, which can’t be repeated. The constants are encouraged to buy a pair of Lee Cooper Dry Denim and make photos of the new jeans, register at the www.leecooperchallenge.com website until January 31 to submit the “before” stills. After that they are expected to wear the jeans without washing (if possible) or using any artificial methods that may speed up the natural process of aging for about half a year. Every month they should submit three photos (side, front, back) of their ‘customized’ item plus information on how they treated the item. The visitors to the website can discuss the entries and also read articles about the raw denim.

The international panel of judges, including Tim Cooper, a grandson of the founder, will decide which of the jeans on the photos, submitted by the entrants, have the most distinctive features. They will select 20 finalists, five for each country (each of them to receive €100) and one overall winner, who will be awarded with €1,000. His or her pair of jeans with the wear & tear effects will be reproduced in the limited edition line with the winner’s name printed on the hang-tag to be further sold by Lee Cooper in Asia Pacific countries.