New York
San Francisco
3131 Western Ave
Suite 510
Seattle, WA   98121

t 206.674.7808
f 206.674.7909
360 Riverside Drive
Suite 7D
New York, NY   10025

t 212.924.7331
f 212.924.7310

t 206.674.7864
m 925.212.0140
f 206.674.7909

The Design Associates

t 03-3404-0328


GIRVIN | Strategic Branding & Design | Seattle

GIRVIN | Strategic Branding & Design | New York

The Design Associates | Tokyo


Riders® by Lee®

The VF Corporation sells denim jeans under three brand names: Lee, their premium brand, Riders, the mid-priced brand and Wranglers, the value brand. From in-store research testing, it was clear that the single most confusing aspect of the shopping experience was the consumer’s search for the size and fit they wanted. Riders’ advertising has always promised “the perfect fit,” but the in-store experience made this extremely challenging.

Lee Riders Logo

GIRVIN was hired to find a better solution for VF’s best retailers. GIRVIN participated in a store review that resulted in a merchandising and labeling program for the Riders brand. The program included a “perfect fit” interactive kiosk, a series of videos to tell the Riders story, large in-store graphic panels, hang tags with fit/style iconography, merchandising systems and displays as well as a new line of “Flasher” tags.

Riders Jean Type TageRiders Jean Tags

“I take my hat off to you and the professional team at GIRVIN. Now into our third year of working with GIRVIN, the team has provided packaging, point-of-purchase, tremendous video, and in store design. We have been extremely pleased with all of the design elements and superior customer service.”

Jenni Grisso | Communications Director | Riders Apparel