Fashion’s quick love of the following latest thing — from the newest brand to the buzziest tech — comes with an enormous blindspot.
The tried and true is commonly forgotten or left behind.
For Lee and Wrangler, it wasn’t a lot a case of being left behind, as a substitute they were dislodged from their longtime home at VF Corp. in a spin-off just over 4 years ago.
To hearken to Scott Baxter, who navigated the 2 jeans businesses and their parent company Kontoor Brands Inc. through the spin-off and the pandemic, the split proved to be just what Lee and Wrangler needed.
“The brands had lost their ability to ring a bell with their consumer,” said Baxter, Kontoor’s chairman and chief executive officer,...
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