Kontoor Brands to open Lee and Wrangler Hometown Studio in North Carolina

Kontoor Brands, the denim business spinoff of VF Corporation, is opening the Lee and Wrangler Hometown Studio in Greensboro, North Carolina.

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The studio, located at 300 S. Elm Street in downtown Greensboro, will open on Friday. Inside, customers will find men’s and women’s collections from both brands, including Lee’s Vintage Modern and European collections; Wrangler’s Heritage and Retro collections; and products from Wrangler’s Rooted collection, which features denim made with sustainable cotton from North Carolina.

In addition, the store will also offer rotating special lines typically only available through each brand’s e-commerce platform.

According to multiple reports, Lee and Wrangler will both use the location to perform consumer market research, testing out new features, strategies, activations and more on Greensboro consumers.

The studio will share Greensboro with Kontoor’s headquarters. VF Corp completed the spinoff of Kontoor Brands – which operates the Wrangler, Lee and Rock & Republic brands, as well as VF Outlet - this past May.

According to the company, the creation of Kontoor Brands is intended to better position VF’s underperforming denim business. VF continues to operate its Vans, The North Face, Timberland and Dickies brands, among others.

In 2018, VF announced that it would relocate its global headquarters to Denver, Colorado.

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