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VF takes denim in a new direction with spinoff

Anne Stych
VF takes denim in a new direction with spinoff

A retail clothing industry design veteran has been tapped to lead the design direction for Lee jeans as part of VF Corporation's new denim-dedicated spinoff company Kontoor Brands. Betty Madden has been named vice president and global head of design for Lee denim, which is a now a subsidiary of the Kontoor Brands company created by VF late last month to manage its denim and outlet store businesses, Fashion Network reported. Women’s denim is enjoying a resurgence driven by new, more comfortable fabrics and inclusive sizes, and 364 million pairs of women’s jeans were purchased in the U.S. in the 12 months that ended in February 2019, an increase of nearly 22 million or 9 percent compared to the year before.