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Lee has just released images from their new Spring 2011 campaign. The campaign, shot by Terry Richardson, is titled "A Lee Don't Lie" and features three models dressed in head to toe denim with taglines meant to infer how much the brand is a part of who we are.

The visual sure to create the most buzz features a coy Riley Keough in a denim jacket and jeans next to the line "A Lee is You."

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The other two feature male models with the lines "A Lee Never Ages" and "A Lee is Washed With Your Sweat", nice.

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Unfortunately for US customers the launch was rolled out in the European, Middle Eastern and African regions. Leave it to them to get the cool campaign while we're left with Mike Rowe. No offense Dirty Jobs