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Gilles Laumonier has just been appointed Lee International's General Manager. Born in Bornem, Belgium, he has worked for Eastpak, Corona Extra, Coleman or Timberland Benelux. Good2b has interviewed him at Bread & Butter.

What do you think about Vivienne Westwood's collaboration with Lee?

Co-branding is always positive because it helps you build up more strength.

What do you think about her as a designer?

She was very excited about doing something with denim. She is truly authentic and incredible, I think. Blending the Westwood's spirit and the concept of denim vintage is yielding very positive results.

Tell us something about the collection.

The collection is made up of 50 jeans for men and for women.

Is she here to stay?

No, but we are talking about collaborating for future seasons. The response in Milan and Hong Kong has been so good we want to continue.

Tell us about your new position. What did convince you to leave Eastpak?

It was a hard decisión to make. Eastpak was like my baby, but changing was a challenge as well. I see Lee as a sleeping giant and I think I can wake him up.

Which collaboration with Eastpak are you fondest of?

Any by Raff Simons for his three-dimensional personality, although I think Eley Kishimoto are geniuses and did a great job, too.

What do you think jeans need in order to be authentic?

Being and not pretending to be. Lee has a 100-year-old history behing and the materials used have proved to be very durable. What I like about denim is that it is a fabric with a life of its own. As you wear your jeans, they change with you, they adapt to your body, they crease and change colour.

What about your top-range Lee 101 collection? I think it is inspired in people like James Dean…

Actually, yes, it is inspired in that period. We have taken the most positive elements featured in those old jeans and have adapted them to the present. For instance, we are reintroducing the shape of the first jeans with zip, which was a Lee original idea, and the slim fit, too.

Your favourite hostpot?

The Dirty Dancing Party at the Mirano Continental.

You never thought you'd end up…

Being the general manager of a fashion-related firm.

You can't stop listening to…

Ghinzu, a Belgian band.

For you good2b is...

Being alive.

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