Release your rebel (brand ambassador for Lee Cooper SS17)

Posted on March 13, 2017

I am grateful to be part of the Lee Cooper Romania’s Spring Summer Campaign as a brand ambassador in “Release Your Rebel”, the collection meant to celebrate the rebel force within every guy and every girl. I’m also happy to be joined by my favorite skater friend, Alex Kaulitz aka Notsospecialkay.

The word “rebel” is defined by “a person who rises in opposition or armed resistance against an established government or leader.” And this couldn’t be more suited to the actual social and political context that’s been happening in Romania in the past few months.

But for Lee Cooper, we’re not here to rise in opposition to the government. We’re here to rise in opposition to the conventional behaviour that people expect of  a bunch of 20 year old dudes. We’re here to enjoy ourselves and to hang around in the parking lot while skating, playing with colorful smoke tubes and pushing each other in shopping carts.


In a world where almost every photo, every status, every video and every social behavious has a filter on it, being yourself could be considered a form of rebellion. It’s some sort of way of being excentric, almost. It’s not about going against the trend, it’s about fighting for what you believe in, standing up for yourself. It’s about not wanting to put a label on yourself as a human being. Not wanting to make yourself fit in a box because “everyone says so”.

So when Lee Cooper approached us with this project, I was wondering: what does it mean for me and my friend, Kay, to release our rebels? How do we release the rebel inside when we get together to hang around? Well… we both have jobs that require us to work long hours and always be aware of problems that may appear and that may require a lot of attention, time and the power to find a quick solution and telephone or email everyone to solve anything that needs solving. There’s jobs that require us to be rational and to act mature and more serious than our age most of the time.

Release your rebel means… releasing ourselves and just having fun when we’re hanging out. It’s an attitude, a feeling, a lifestyle. Usually, we go out skating and just laugh about it. Nothing spectacular but that’s pretty much it. And that’s what we did for this project, also. We enjoyed ourselves, honestly it was an enjoyable shoot to do.

And again, I’m so grateful to be a part of this campaign and I give thanks to Lee Cooper Romania for including me in their SS17 list.

Their statement for the SS17 collection is the RED shade that is also included in their branding logo image. The menswear is built around the authentic Lee Cooper jeans – in a complete range of shapes and cuts and colors – and also printed shirts, knitted blouses and jumpers and sport vests, quited jackets and biker ones, as well.

The new collection is already out in stores right now and it will updated with new Spring and Summer looks as the season goes on so there’s always new surprises to check out.

Creative concept by Edi Enache, The Fashion Jumper

Photos by Alex Matei

All clothes from Lee Cooper SS17