NCT's Jaemin attended the Lee 101 pop-up store to celebrate the 101st anniversary of the brand's denim icon. Lee 101 began as cowboy pants in 1925 and has represented the brand's original denim silhouette for over a century. The seven-day pop-up runs from October 1 to 7 at 37 Yeonmujang-gil, Seongdong-gu, Seoul, showcasing the brand's timeline in one space. As the global ambassador, Jaemin brought star power and proved that denim never goes out of style. His presence was enough to anchor the event.
Lee 101 is the benchmark fit that the brand has upheld for more than 100 years. It inherited the original silhouette from the work pants cowboys wore in the 1920s. What was once rough utility fabric has now become the cornerstone of global style. The denim jacket and pants Jaemin wore followed the 101's original line. The garments evolved, but the fit remained constant.
Jaemin's dandy smile shifted the entire mood of the pop-up. His effortless expression in front of the camera embodied the exact image Lee wanted: the man who wears jeans best. The denim-on-denim setup he wore has been powerful for a century, and it still is. Jaemin never explained this fact, but his outfit spoke for itself. In denim, fit comes before words.
The pop-up store will remain open until Wednesday, October 7, at Yeonmujang-gil in Seongdong-gu. Visitors can walk through the brand's timeline and see how denim has evolved, with both archive pieces and current collections on display. The look Jaemin wore is also available to view on-site. Do you look at fit first when you wear denim, or do you follow trends?
Lee 101 is the benchmark fit that the brand has upheld for more than 100 years. It inherited the original silhouette from the work pants cowboys wore in the 1920s. What was once rough utility fabric has now become the cornerstone of global style. The denim jacket and pants Jaemin wore followed the 101's original line. The garments evolved, but the fit remained constant.
Jaemin's dandy smile shifted the entire mood of the pop-up. His effortless expression in front of the camera embodied the exact image Lee wanted: the man who wears jeans best. The denim-on-denim setup he wore has been powerful for a century, and it still is. Jaemin never explained this fact, but his outfit spoke for itself. In denim, fit comes before words.
The pop-up store will remain open until Wednesday, October 7, at Yeonmujang-gil in Seongdong-gu. Visitors can walk through the brand's timeline and see how denim has evolved, with both archive pieces and current collections on display. The look Jaemin wore is also available to view on-site. Do you look at fit first when you wear denim, or do you follow trends?
FAQ
When and where is the Lee 101 pop-up store open?
The Lee 101 pop-up runs from Thursday, October 1 through Wednesday, October 7, 2026, at 37 Yeonmujang-gil, Seongdong-gu, Seoul. Celebrating the brand's 101st anniversary, the event showcases both archive pieces and current collections.
What is Lee 101?
Lee 101 is the fit that has defined the brand's denim DNA for over a century, originating as cowboy pants in 1925. It preserves the silhouette of 1920s workwear worn by cowboys and remains the brand's cornerstone today.
What is Jaemin's relationship with the Lee brand?
NCT Jaemin is Lee's global ambassador. He attended the Lee 101 101st anniversary pop-up store representing the brand, wearing a denim jacket and pants set-up.
