The company will use road shows throughout the country to promote the new image. It is aiming for sales growth of 30 per cent within the next three months.

Cotton USA Thailand representative Kraipob Pangsapa said the partnership with Lee was part of the company's strategy to expand its licensee base. At present, Cotton USA has 16 brand-name licensees and 20 manufacturer licensees.

Lee is the fifth Cotton USA licensed brand from Central Marketing Group after Wrangler, Jockey, John Henry and S'Fare.

"The campaign that Cotton USA has prepared for Lee includes activities to promote the new image of Lee jeans and a complete range of marketing activities to support the changeover to the new image," Kraipob said.

A consumer-spending study suggested Thai consumers owned an average of seven pairs of jeans but only 10 per cent were aware denim was made from cotton.

Kraipob said this showed jeans were popular but wearers knew little about denim and how to choose quality. Central Trading senior vice president Varavut Matanapojanart said the Lee alliance gave the brand global recognition with a premium-quality cotton company.

"The communication concept 'Lee as Art' will be used in the changeover of the image from basic to fashion jeans - a global marketing communication concept for Lee jeans for the entire year," Varavudh said.

"In addition to conveying this idea, the brand seeks to expand its customer base to include teenagers and young adults aged 18 years to 25 years through a complete marketing campaign, including printed advertisements, radio spots, cinema commercials and the road shows in collaboration with Cotton USA."

Actor Sukolwat Kanaros is Lee's first "ambassador" in Thailand.

The brand has introduced two limited editions of premium jeans. It is selling 370 pairs of gold label jeans where the buyer can choose the pair's code number.

They cost between Bt4,750 and Bt5,750. Lee 1010 jeans with prints by Ken Nakamura and "bullet holes made by real gunshots" cost Bt5,590 for men and Bt5,290 for women.