Kontoor brands kick off festival season - insidedenim: Glo InsideDenim

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Kontoor brands kick off festival season

16/06/2022
Kontoor brands kick off festival season
Wrangler and Lee have announced new tie-ins with music festivals as events are returning to real life.

Lee will be heading to the Bonnaroo Music & Arts Festival, held in Manchester, Tennessee. The Kontoor-owned brand will be offering patch customisation options to artists and performers and festival goers will be able to contribute a personal touch to an artwork, the Original Lee Tree, made from 250 square metres of denim fabric scraps. The brand is also sponsoring a special performance by TikTok breakout singer-songwriter Tai Verdes.

Wrangler, another Kontoor brand, has hooked up with C3 Presents and Live Nation Entertainment to be the exclusive denim sponsor of Lollapalooza’s Chicago and Berlin editions in July and September and the Austin City Limits Music Festival this October. A Wrangler x Lollapalooza capsule collection will be available online and the brand is preparing a series of personalisation possibilities offered to both artists and audience.

“Music festivals have always acted as launchpads for the latest and most creative fashion trends,” commented Stephanie Adamson, C3 Presents senior merchandise manager.

Photo: Business Wire

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