Urban riders: The city is mine

MANILA, Philippines -  Lee has long committed to liberate passion. In the early ’30s, Lee introduced the Lee Riders collection, which liberated the unpretentious nature of riders and their zeal for exploration.

The spirit has passed all the way on to modern riders — Urban Riders, who know their city well and have a passion for it. With their self-assembled fixed gear bikes, they whiz across the city to check out the place they love and search for a passion for life.

This passion for the city is exactly what Lee advocates in the Lee Fall/Winter 2011 The City is Mine campaign. The campaign is not just about fixie bikes. It is about the people behind the bikes, their passion, their lives, energy and soul. It aims to encourage everyone to liberate their passion about their own cities by exploring, experiencing and enjoying the metropolitan life in their own ways. Whether you bike or not, it does not matter. Just wander in your city and find the very places that you belong to. Make an intimate touch with your city. Get passionate about the things that you love. The city belongs to you.

Now fill every corner of the city by your trace and explore the passion your way.