#Retail & Brands

2021-11-18

Kontoor Brands launches immersive shopping experience with virtual stores for Wrangler® and Lee®

As virtual and augmented reality experiences continue to transform today’s consumer experience, global lifestyle apparel company Kontoor Brands, Inc. (NYSE:KTB) today announced the launch of its new virtual stores for two of the world’s most iconic brands, Wrangler® and Lee®.

Virtual stores offer 3D 360 digital experiences that showcase the brand’s most sought after products

The virtual stores invite consumers to navigate interactive three-dimensional retail space, browsing items in a store setting before seamlessly adding them to their shopping cart. The digital shopping experience creates a striking real-world experience without the stress that can accompany in-person shopping.

Drawing from an extensive portfolio of products available online and in stores, the virtual stores will feature the brands’ latest innovative design, top selling items, and current seasonal styles.

“Digital evolution is a critical component of our growth strategy as we enhance the overall omnichannel consumer experience,” explains Christopher Reid, VP & GM of Global Digital at Kontoor Brands. “Through these new virtual stores, we are offering consumers a more immersive experience with our products and the opportunity to engage with our brands in a curated store experience that brings to life the unique characteristics of each of our brands.

The Wrangler and Lee virtual shopping experiences are an example of the investment Kontoor Brands is making in its ongoing digital evolution, leveraging a consumer-centric approach to engage existing customers and acquire new and younger audiences. In addition to offering a fresh way to experience the best of both digital and in-person shopping, these virtual stores provide an enhanced consumer experience while delivering on Kontoor’s commitment of continued digital acceleration.

To explore the virtual Wrangler® and Lee® stores and shop 24/7, visit http://wrangler.com and http://lee.com.

Texprocess 2026: Automation, digitalisation and AI redefine textile processing

Making investment decisions in textile processing has become significantly more demanding. Increasing energy costs, a shortage of skilled labour and ongoing geopolitical uncertainties are compelling companies to focus on technologies that deliver clear gains in efficiency and process reliability. This applies equally to apparel manufacturing and to the processing of technical textiles and high-performance materials. As a result, modernisation initiatives are assessed more carefully – even as the need to upgrade production systems continues to intensify.

Techtextil 2026: Between innovation pressure & market reality

From 21 to 24 April 2026, Techtextil in Frankfurt am Main will once again become the central meeting point for the international technical textiles and nonwovens industry. Running in parallel, Texprocess will focus on the industrial implementation of textile processing technologies as the leading platform in this field. Together, the two trade fairs form a closely integrated presentation and working platform along the entire textile value chain – from material development to finished applications.

Between geopolitical pressure and industrial resilience

In this interview, Dr. Janpeter Horn (VDMA) discusses the current challenges facing textile machinery manufacturers, shaped by geopolitical tensions, regulatory developments and subdued investment. He also outlines why innovation strength, integrated solutions and strategic positioning remain key to global competitiveness.

Recover™ secures multi-year recycled cotton agreement with H&M

Recover™ has signed a multi-year agreement with H&M to support the integration of its recycled cotton fiber, RCotton, for use in H&M’s products. Since early 2024, H&M and Recover™ have collaborated on product development, which now enables scaled commercial introduction of Recover™ mechanically recycled cotton into H&M’s collections.

GORE-TEX® KIDSWEAR launches innovative membership scheme for kids’ jackets

With its revolutionary new membership model, GORE-TEX® Kidswear now offers families a simple, flexible and sustainable way of kitting out their children in top-quality jackets. It is aimed at the parents of children aged between five and ten and kicks off with a choice of functional winter jackets.

Itema to showcase weaving excellence at ITM 2026

From June 9 to 13, Itema will exhibit at ITM 2026 in Istanbul (Hall 8 – Stand 806D), unveiling a distinctive exhibition concept designed to highlight the Company’s expertise across the entire weaving value chain. For this year’s edition, Itema will introduce an innovative stand experience built around two core areas: advanced weaving and spare parts solutions and an immersive textile gallery featuring fabrics produced by Itema Customers worldwide.

Last chance to apply: ITMA 2027 Start-Up Valley closes tomorrow

Applications for the Start-Up Valley at ITMA 2027 close tomorrow, offering young technology companies the opportunity to follow in the footsteps of several successful participants from the 2023 edition. The initiative, organised under the CEMATEX Start-Up Grant programme, has already helped a number of textile start-ups accelerate their transition from early-stage concepts to industrial partnerships, funding rounds and commercial deployment.

Jeanologia brings “Billy” to China, the AI transforming denim design

The denim industry is turning its attention to Hangzhou this week, where a new edition of Kingpins, the leading international trade show for the sector, takes place on May 21 and 22. There, the Spanish company Jeanologia, a global leader in sustainable technologies for the textile industry, is introducing its latest innovation to the Chinese market: “Billy”, the first artificial intelligence specifically developed for denim finishing design.