Lee Jeans is on the move with a new brand direction kicking for the Fall ’16 season.

Last week the VF-owned jeanswear brand unveiled a new movement-inspired campaign, “Move Your Lee,” to promote stretch styles for fall. The campaign, which will run across television and digital, depicts a “Lee Man” and a “Lee Woman” in over-the-top scenarios that highlight all you can do in the brand’s denim.

To support the launch, Lee Jeans is rolling out a refreshed website with a new brand tone and animated Fit Guides.

“We’re putting a stake in the ground to reclaim Lee’s status as an iconic brand, with a renewed emphasis on design and innovation through our ‘Move Your Lee’ rebranding,” Kim Yates, Lee Jeans vice president of marketing, said in a statement. “Many Americans remember Lee from the 90’s, but that’s not who we are anymore. We have to live up to Lee’s rich heritage and ensure that our brand is as relevant as our products are,” Yates added.

For fall, Lee Jeans is touting its women’s Dream Jean, a patent-pending design that looks like a skinny jean but feel like a yoga pant inside. Key men’s styles include the Slim Fit with stretch and the Athletic Fit geared toward men with more muscles in their hips and thighs. The collection is available at Lee.com and at Macy’s, Kohl’s, JC Penney, Amazon and Sears.

“Shopping for jeans can be difficult—second only to swimsuit shopping—so we’ve designed styles to fit all shapes and sizes and enable physical expression,” Yates said.