It’s one of the most iconic images in modern cinema. James Dean in his plain white tee, red jacket and blue jeans, leaning casually against a bare brick wall. With a cigarette poised between his lips, he epitomises ‘cool’ as the Rebel Without a Cause. You will know this iconic star, but would you know which brand of jeans he was wearing? My guess is that if you knew they were Lee 101Z jeans, it’s because you’re a movie buff and not because the brand has held onto its iconic status. How has a brand that proudly stood for pure craft and authentic style fallen from the stars into the dark corners of department stores?