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.