In celebration of turning a century old, British denim major Lee Cooper ( has enlisted award-winning cult designer, Ora Ito to design a new brand logo. The result is clean and modern with retro overtones reminiscent of 80s puzzles, Rubik’s cubes and early computer graphics. A series of different executions tile and stack the traditional Lee Cooper diamond to spell out ‘100’, while the traditional ‘Lee Cooper’ script is kept true to the original, linking the logo with its rich past, archive and brand identity.

To celebrate it’s 100 years Lee Cooper will continue in this collaborative vein with a long-term series of apparel collaborations with some of the world’s most respected designers, celebrities, sporting heroes and iconic brands, including Ora Ito. His pieces for the collection are based on Origami, revolutionizing the brand’s 5 pocket jeans and jackets. A complex structure of seams and detailing on pockets and at the knees of skinny jeans allow the jeans to fold out from a neat package into a highly conceptual but wearable pair of jeans. A t-shirt featuring a dog print (because Ito likes dogs) is built out of the Diamond logo using the same building structure as the designer used for the ‘100’ logo. The diamond is also mirrored in the detailing on the origami inspired folds and details on the garments and also on the branding; a small red tab on the left breast pocket.