As 2021 comes to a close, we reflect on a busy, productive year for Kontoor Brands. With Wrangler® and Lee® introducing new collections, collaborations and advertising campaigns to significant milestones for Kontoor, the stage is set for another productive year ahead.
Take a quick look in the gallery below at some of our favorite moments from 2021.
<p><em>Wrangler</em>® welcomed top model <a href="https://www.kontoorbrands.com/news-media/press-release/74/wrangler-announces-georgia-may-jagger-as-the-face-of-its">Georgia May Jagger</a> as the face of its Women’s Heritage Collection, with its ‘Turn Heads. Capture Hearts’ campaign. The collection empowers women to be confident and bold, and to express their own individual style. </p>
<p><em>Lee</em>® partnered with well-known brands like H&M, The Hundreds and Pendleton on a range of collaborations featuring nostalgic streetwear, and custom patterns with an emphasis on sustainability.</p>
<p>During <a href="https://www.kontoorbrands.com/news-media/feature-story/12940/catalyzing-growth-kontoor-brands-unveils-three-year-strategic-roadmap">Kontoor’s Spring Investor Day</a>, the global leadership team laid out its strategic vision for catalyzing long-term growth. These initiatives include growing the core U.S. wholesale business, expanding product categories, diversifying channels with a focus on digital, and expanding global reach to engage even more consumers.</p>
<p>In line with Kontoor’s vision for strategic growth through product category expansion, <em>Wrangler</em>® launched its <a href="https://www.kontoorbrands.com/news-media/press-release/85/wrangler-expands-outdoor-offering-announces-its-u-s">All Terrain Gear by Wrangler™ (ATG®) for women</a>. With items spanning cargo pants to layer pieces, this collection was developed with durability and style that speaks to female consumers looking to find comfort in the great outdoors.</p>
<p><em>Lee</em>® joined forces with denim manufacturer, Artistic Milliners, to create a line of <a href="https://www.kontoorbrands.com/news-media/feature-story/13557/lee-teams-with-artistic-milliners-to-create-earth-friendly-jeans">100% recyclable jeans</a>, featuring sustainable textiles and undergoing eco-friendly manufacturing processes. This new, innovative apparel item earned the Cradle to Cradle® Certification – a globally recognized standard for safer, more sustainable products.</p>
<p>Kontoor first rolled out its I&D strategy in 2020 and one year later, released its <a href="https://www.kontoorbrands.com/news-media/feature-story/13560/the-common-thread">first I&D Progress Report</a>. The report outlines the company’s focus on four priority areas: Workplace Belonging, Workforce Diversity, Marketplace Equity and Sustainability & Accountability.</p>
<p>Inspired by the <em>Wrangler</em>® cowboy spirit and vision for a modernized future, the brand <a href="https://www.kontoorbrands.com/news-media/feature-story/13568/denim-icon-wrangler-launches-global-for-the-ride-of-life-campaign-inspired-by-the-resilience-and-optimism-of-the-cowboy-spirit">launched its Fall/Winter 2021 advertising campaign</a>, “For the Ride of Life,” which was styled by Hollywood’s sought-after designer, Heidi Bivens, and celebrates people from all walks of life pursuing new adventures with energy and optimism.</p>
<p>The ERP project was a critical step for standardizing tools and processes across all regions, with enhanced infrastructure optimizing digital platforms to help drive sales and improve data collection.</p>
<p>From notable brands like Billabong to hit TV series like Yellowstone and Rick & Morty, <em>Wrangler®</em> tapped into the pop culture zeitgeist, while staying true to its Western roots, in its standout collaborations.</p>
<p>Following its initial adoption of the Indigood™ Facility Certification in 2019, Kontoor expanded this sustainable initiative to include additional water-saving technologies used in textile manufacturing. <a href="https://www.kontoorbrands.com/news-media/press-release/99/kontoor-brands-launches-indigood-facility-certification">Through this certification incentive</a>, textile mills across the globe can be eligible for certification by adopting water saving practices and improving freshwater conservation across their operations.</p>
<p>In celebration of the long-standing, trailblazing spirit of <em>Lee</em>®, the brand announced a new <a href="https://www.kontoorbrands.com/news-media/press-release/96/the-lee-brand-announces-new-fall-campaign-leeoriginals">advertising campaign, LeeOriginals.</a> The campaign embraces the brand’s rich history and lived cultural moments, while highlighting rising stars (the ‘originals’) who wear the iconic products.</p>
<p>Kontoor unveiled its first, <a href="https://www.kontoorbrands.com/news-media/feature-story/13675/marking-its-continued-global-expansion-kontoor-opens-first-wrangler-retail-store-in-china">freestanding <em>Wrangler</em>® store in China</a>. Positioned in a top retail location, the store unleashes the brand’s Western heritage to a fresh audience and marks a heightened level of engagement for China’s growing consumer base.</p>
<p>Kontoor continues to make progress on its sustainability goals, saving 8 billion liters of water, while sourcing 50% of its cotton sustainably, with the goal of reaching 100% by 2025. <a href="https://www.kontoorbrands.com/news-media/press-release/106/kontoor-brands-releases-2020-sustainability-report-showing">View the full report here</a>.</p>
