• NeochaEDGE /// is a full-service creative agency dedicated to achieving ambitious ideas and inspired storytelling for the most forward-thinking brands in the world. Be creative, stay curious.
  • Language:


    In the early stages of LEE’s Rethink denim jean production process, recycled coffee grounds are used as fiber to reduce environmental impact. LEE engaged us to create a retail installation to visualize its sustainable approach and challenge consumers to Rethink the denim making process.

    For the installation, we created a sculpture using raw materials from LEE Rethink’s process. The sculpture is made up of over 5,000 balls of all-natural raw cotton, 200 spools of cotton thread, 50 bags of coffee beans and recycled coffee grounds, and 20 articles of LEE Rethink denim products.

    The sculpture’s unibody, “mobius strip”-like form beautifully reveals the interconnected nature of the materials in each step of LEE Rethink’s eco-friendly, sustainable denim-making process.

    The sculpture hangs in LEE’s Shanghai flagship store on Nanjing West Rd. If you are passing by, be sure to check it out.

    To learn more about LEE’s Rethink process, link here.

    For more of our installation work, link here.

    Share Our Work