The brand that became Lee Cooper was born in the East End of London in 1908, in run-down premises at numbers 94 Ã¢â‚¬â€œ 96 Middlesex Street. This makes it Europe's first and oldest, authentic denim brand. What they made there was tough uncompromising workwear. The business was founded by Morris Cooper and his best friend, Louis Maister, after they'd left their hometown in Lithuania and travelled first to South Africa and then to London. Their idea was make workwear in the East End and exports it to South Africa, where they knew there would be a big demand.