PIPES DREAMS ON THE WEB

Laugh if you will at those baggy, wide-leg jeans teenage skateboarders seem to prefer, but those pants have their own Internet site.
The site, found at www.leepipes.com, celebrates the Pipes line of extreme jeans from Lee Apparel in Merriam, Kan. The pages feature action videos of skateboarders, a free poster offer and an interactive game for Web surfers to play. Visitors also can see the latest Pipes ad, created by the Fallon McElligott agency in Minneapolis, that appears in Nickelodeon magazine.
The site is the work of BlairLake New Media, an agency opened two and a half years ago in Kansas City, Mo., by former lawyer David Epstein. His agency also created the apparel company’s corporate site at leejeans.com (to which the Pipes site is linked).
“Teens watch less TV, but they’re not out mowing the lawn,” said Epstein. “Most likely they’re surfing the Web. If Lee has success in the market [using the Pipes site], I think it will open the door to the Internet for a lot of fashion houses.”