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VF Names Planned Jeans Spinoff Kontoor, Not Wrangler or Lee

An employee restocks Lee brand jeans at a J.C. Penney Co. store in the Queens borough of New York, U.S.
An employee restocks Lee brand jeans at a J.C. Penney Co. store in the Queens borough of New York, U.S.Photographer: Mark Kauzlarich/Bloomberg

VF Corp. has picked a name for its soon-to-be-spun-off jeans company, and it’s a bit of a head-scratcher.

Instead of naming the planned independent, publicly traded company after one of its iconic American brands, like Lee or Wrangler, the apparel maker will call the spinoff Kontoor Brands Inc.