Our Favorite Moments of 2019

By: Kontoor Brands News Team Jan 03, 2020 Feature Story

What a year it was. Since our launch as a new, publicly traded company in May, our Wrangler® and Lee® brands have had a busy 2019, packed with major achievements. Take a quick look in the gallery below at some of our favorite moments from a very exciting first year at Kontoor Brands.

Wrangler dug deep into 70 years’ worth of iconic looks to bring back the six most sought-after denim styles for a new generation, re-issued and re-styled for rodeo riders and rockers alike.

With a commitment to local farmers, communities, and continued sustainability from Kontoor, the Wrangler Rooted Collection debuted as a premium line with each piece grown, milled, cut and sewn in the United States. Made from 100 percent sustainable, local cotton, five state-specific jeans hit the market: the Alabama Jean, the Georgia Jean, the North Carolina Jean, the Tennessee Jean, and the Texas Jean.

It’s not every day that a brand gets a shout-out by a chart-topping hit. Lil Nas X’s “Old Town Road” included the now-legendary line “Wrangler on my booty,” opening up the door to one of the brand’s most unique collaborations of the decade. The initial “Old Town Road”-inspired Wrangler Lil Nas X Collection sold out faster than a horse racing a Porsche, as the song broke the record for the longest run atop the Billboard Hot 100 charts.

After announcing a move in 2018 with a global portfolio of brands such as Wrangler®and Lee® Kontoor Brands officially spun-off from VF Corporation in May of 2019. Headquartered in Greensboro, North Carolina, the new company sets its sights on scaling its advantage in its core denim business.

In a revolutionary sustainability milestone for Wrangler, the brand announced its first-ever collection using Indigood™ Foam-Dye Technology, which eliminates virtually 100% of water in the denim dyeing process. The process also saw energy use and waste reduced by 60% when compared to conventional denim dyeing, raising the bar for sustainable denim production.

Following the official separation from VF, history was solidified by Scott Baxter, President and CEO of Kontoor Brands, officially ringing in the good news. “On behalf of all 15,000 Kontoor Brands employees, I am honored to mark our official launch as an independent, publicly traded company by ringing the opening bell of the iconic New York Stock Exchange,” Baxter remarked at the event. The company is traded under the symbol, KTB.

Alongside the Ellen MacArthur Foundation via the Jeans Redesign, Lee joined over 40 denim experts and 16 brands to develop guidelines that would help transform the way the denim industry produces jeans as a whole. Tackling waste, pollution, and the use of harmful practices, the initiative helps drive fashion towards a better, more sustainable future for everyone.

Combining the power of perception, science, design, and even nano-laser technology, Lee broke new ground in women’s apparel by introducing the Lee Shape Illusions line of inclusive designs and sizes. The pioneering line allows women of every body shape to feel flattered, confident and amazing with each crafted fit.

130 years ago this year, H.D. Lee saw a need for workwear for everyone from farmers to coal miners and created what would soon become one of the best-known denim brands in the world. From the Buddy Lee doll, to appearing on celebrities from James Dean to Freddie Mercury, 2019 was a year for celebrating all of the amazing and iconic moments in Lee’s long and storied history. Here’s to 130 more.

In yet another major sustainability announcement during its first year of operations, Kontoor reached zero-waste designation for all of its owned distribution centers in North America. This means at least 95% of the waste from these facilities will be diverted from landfills through recycling, composting and reuse. It’s part of a continued commitment at Kontoor to embed sustainable business practices throughout its global operations and supply chain.

From December 5 to 14, cowboys and cowgirls from across the country descend on Las Vegas for the National Finals Rodeo and a bonanza of Western-themed events. And as a title sponsor of the event for more than 15 years, no brand has a bigger presence across the city during this time than Wrangler. From headers on top of taxis to billboards and Wrangler Arena, the brand takes over the town.

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