Nearing its centennial anniversary, British denim brand Lee Cooper will expand significantly into the US denim arena with a debut at Project Las Vegas this August.

The company will introduce its new Platinum collection, created by Lee Cooper design director Tim Browne and inspired by British heraldry. The line incorporates an exclusive X-fit Lycra 360 stretch denim fabric and boasts distinctive iconography and handwritten logos.

Keeping up appearances, Lee Cooper will sponsor a special VIP celebration for Project attendees, featuring a performance by legendary Brit punk band, The Buzzcocks. In collaboration with Sailor Jerry, Lee Cooper is co-producing an international sweepstakes promotion to highlight the event, offering a grand prize trip to Sin City with VIP passes to see the Buzzcocks, along with luxury hotel accommodations and spending money.

Lee Cooper was founded in England in 1908 and bills itself as “The Original European Denim Company.” With distribution in 70 countries in Europe, Asia, Africa, the Middle East and Latin America, it is the third leading brand of jeans in the UK and France and the second leading brand in Belgium.

In June 2005, Vivat Holdings Ltd., an investment consortium, purchased the company and has since committed significant resources to building the brand globally. Andrew Rigg, Lee Cooper's newly appointed brand manager (formally of Ben Sherman and Puma), projects that the company will do $500 million in retail sales worldwide.

New York's Think showroom has been signed as the official sales agent for Lee Cooper in the US and will target upscale department and specialty stores for the launch. Price points for tops will wholesale from $20-$40 and bottoms from $50-$80.