Lee Cooper Indonesia – Dry Denim Challenge

"Dry Denim" or known as well as "Raw Denim" is type of jeans which embraces a specific cut and texture that changes overtime. The longer one wears it and leaves it unwashed, the better it looks. Thus Lee Cooper, through its "The Dry Denim Challenge" created a competition that required denim enthusiasts to leave their Dry Denim unwashed for 6 months and share the journey on the changes of its texture. Studio 1212 was commissioned to design the media kit, to oversee the overall graphic elements and to create an event report.