VF Corporation “Creatively” Misspells Contour As Kontoor To Preserve “Unique Brand Identities” Of Spinoff Brands

VF Corp(VFC) will be spinning off its denim business in the first half of next year. The business includes such venerable brands as Wrangler and Lee. So when the company needed a name for the new independent entity, the choice was obvious. Bypassing such staid and uninspired choices as Wrangler or Lee, the company chose Contour. Or rather,… Read More »