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Lee has been in the business of crafting denim for over a century. As such, the label knows a thing or two about the significance of fit. For Fall/Winter 2012, they focused on perhaps the only thing more important than the fit of your jeans — what you do in them. With the concept of movement at its heart, Lee’s campaign for Fall/Winter 2012 involves a host of real-life dancers, synchronised swimmers and ex-Olympic gymnasts, individuals who know better than most that style is nothing if you can’t move. Watch the video here and visit Lee’s website for more information about the campaign.