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With new ownership, Lee eyes activewear and workwear

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With new ownership, Lee eyes activewear and workwear

The denim label is officially part of the Authentic Brands Group stable and will expand into adjacent “lifestyle offerings.”

The deal — which could add up to $1 billion based on Lee’s performance — was announced in May and closed Tuesday. Authentic has already lined up a series of operating partners for the denim brand, including One Jeanswear Group in the U.S. and Canada; Experience Group in Europe; HiMaxx in China; and Union Group in Mexico.

Authentic said it aims to expand Lee into activewear and workwear, as well as “lifestyle offerings that build on the brand's heritage of denim craftsmanship, innovation and authentic American style.”

Lee was founded in 1889 and makes roughly $1.5 billion in annual sales. The acquisition by Authentic places Lee in the same portfolio as Lucky Brand, Vince, Eddie Bauer, Billabong and more. Earlier this year, Authentic bought a majority stake in Guess’ intellectual property and in 2025 the brand management firm bought Dockers from Levi’s.

Lee’s former owner Kontoor Brands now has just two brands in its portfolio: Wrangler and Helly Hansen. Kontoor CEO Scott Baxter said in a statement that the company was “grateful to the Lee team” but emphasized that the sale would better position its remaining businesses.

“We now have a more focused, growth-oriented portfolio positioned to deliver stronger returns for our shareholders,” Baxter said.



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