The Riders brand, by Greensboro, N.C.-based Lee, has signed a partnership with personal style expert Stacy London.
The co-host of the TLC show "What Not to Wear," and The Riders by
Lee brand are developing promotions to showcase the less than $20 price point.
London will appear in the brand's print and television ads beginning in April, and will be a large part of
high-profile consumer promotions to be announced in the coming months.--Karl Greenberg