LeeCooper's product positioning strategy is based on the oldest original denim brand in Europe. The origin of the brand can be traced back to 1908, initially focusing on the production of overalls and work clothes. During World War I, LeeCooper was requisitioned by the British army to produce military uniforms by virtue of his excellent production technology and high-quality products. After the war, LeeCooper turned his focus to denim clothing and became the pioneer of British denim brand.