Lee wanted to spread their eco-friendly image amongst its customers. Just using a recycled bag just doesn’t do the trick anymore, so they took it a step further. The ‘Never Wasted’ shopping bag can be reused in many different ways. You can turn the bag into a board game, a penholder, a condom-cover and so on. A really cool and interactive way to promote Lee’s image, and it’s positive when people recycle this bag because the Lee brand name stays visible on all the results. Because of the great success the initial production of 3,000 bags just wasn’t enough, so they made 300,000!