How Helly Hansen Is Keeping the House of Brands Dream Alive at Kontoor

A fashion novel about what happens when American budget jeans brands Lee and Wrangler team up with Norwegian outdoor specialist Helly Hansen might leave one struggling to see just where the plot was headed. The brands come from two different worlds and the age of the big houses of brands has dimmed in the U.S. as VF Corp. shrank, Tapestry Inc.’s deal to buy Capri Holdings fell apart and producers like PVH Corp. focused in on their biggest brands. More from WWD But Scott Baxter, president, chief executive ...